THE CONTEXT OF INDIAN ECONOMY

Indian economy is still at the crossroads of free market and state controlled enterprises. Whatever be the rationale for such a system, it does matter with respect to marketing ethics and ethical infraction. Demand has traditionally been stifled by a license raj (read supply restrictions) and we still suffer its hangover. For example, two decades ago, STD rates were as high as INR 30 using a state-owned telecom firm. Today it is just a rupee in the same firm but under a much more liberated communications industrial system. Now, was the pricing of phone calls ethical by the state-run enterprises? Is it ethical now? Even private sector firms thrived in a climate of unethical marketing practices. Consider the scenario ...

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