Abstract
There has been a genuine lack of emphasis in the management and public policy literature on cultural issues in Latin America. This is particularly evident in the ethics and marketing literature. In this paper, the results from two studies are presented which address moral and marketing differences between the United States and Ecuador. In the first study, a comprehensive survey (which includes vignettes for ecological conservation, bribery, sex discrimination, and child labor dilemmas) is administered to 98 multinational managers from the U.S. and Ecuador. Results indicate that certain cultural and moral traits vary across the two groups. In the second study, 425 fast-food consumers from the United States and Ecuador are queried to explore any variation in perceptions of various service marketing concepts. Differences are noted across a range of issues which include service quality to monetary sacrifice.