The Honorable Merchant in International Marketing : An Ancient Concept Newly Needed

In the spring of 2014, the American Marketing Association's Special Interest Group hosted a conference in Cancun, Mexico, on “The Honorable Merchant in International Marketing.” Conference participants from around the globe discussed in detail what it means to be honorable and how behavior affects business and academia today. A three-round Delphi study was conducted throughout the conference, providing the participants’ perspectives on the topic of honorable practices in academia and business and its relation to international marketing. Inferences are drawn about the usefulness of honorable behavior in developing trust relations and conducting international business relations more easily.