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Reciprocity at any cost?


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


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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Additional Metadata

Item Type: Article
Divisions: Faculty of Economics and Management
Publisher: Universiti Putra Malaysia Press
Keywords: Relationship-marketing; Cultural value dimensions; Reciprocity; Business ethics
Depositing User: Nabilah Mustapa
Date Deposited: 18 Aug 2015 11:04
Last Modified: 30 Mar 2016 04:55
URI: http://psasir.upm.edu.my/id/eprint/16446
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