With the saturation of markets in many industrial countries, entrepreneurs have started seeking new opportunities internationally. However, because of their limited financial resources, they are not able to hire specialists (such as public relations personnel and lawyers) to educate them about ethical differences in international market settings [1]. Moreover, research has found that entrepreneurs, compared with managers in large firms, are more likely to adhere to practices that directly affect the welfare of the consumer[2]. On the basis of such considerations, it appears that entrepreneurs have special interest in understanding international consumer ethics.A bewildering array of differences in moral values confronts entrepreneurs when entering international markets. Evidence of this is apparent from the ongoing political, societal and economic changes that have occurred recently around the world. For example, the demise of communism and the division of the former Soviet Union into more than 16 independent capitalist countries, the unification of Germany, the development of the world's largest market (the European Union), civil disturbances in Bosnia-Hercegovina and in many other parts of the world, have created fertile soil for a variety of ethical opinions. Given these cultural diversities, a provincial mindset among native entrepreneurs poses a disadvantage as they venture into other countries and cultures.Since the marketing function of business interfaces most directly with consumers, it receives the greatest scrutiny, generates the most controversy and receives the most criticism with regard to morally dubious business practices. Marketing decisions and actions (about product designs, advertising, selling and sales management, pricing, marketing research, international marketing and overall strategy) are frequently the subject of ethical controversy [3]. As a

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