Practicing fairness in a
business setting is a pretty standard guideline for getting along in the
workplace. Or at the very least, the importance of fairness is
generally well-understood. But Donald J. Lund, assistant professor of
marketing at the University of Alabama at Birmingham, challenges this
common assumption in his study, “Culture’s Impact on the Importance of
Fairness in Interorganizational Relationships,” published in the
December 2013 issue of the Journal of International Marketing.
“It seems unlikely that relationship
standards originating in the U.S. are going to apply broadly to every
culture,” Lund says. “With the drastic increase in global business, it
is important to understand that our expectations for relationship
standards may not apply in all cultures."