Citation
Ng, Siew Imm and Lau, Yeng Wai and Ho, Jo Ann
(2009)
Reciprocity at any cost?
Asian Journal of Case Research, 2 (1).
pp. 55-68.
ISSN 1985-4579
Abstract
This case on business culture in Malaysia presents an opportunity for post-graduate and final year undergraduate students the exposure on relationship-marketing, cultural value dimensions, reciprocity as well as ethical issues. The case was about a breach of verbal trust given to a client who resulted in the focal company facing the risk of losing significant amount of time and financial losses. This case has a moderate level of difficulty and may be used to teach marketing, crosscultural management and business ethics.
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