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International marketing makes the MNC suffer great hardships, as the nature of international cultures is extremely diverse and etiquette rules might vary substantially for people from different walks of life being in a various contexts, therefore to implement the ethical standards and practicies is an arduous thing to do. However, with focused and purposeful preparation combined with the extremely wide range of realizations the diversed and effective marketing strategies might be developed.

For instance, the company Patagonia used the trends in the society to increase the brand loyalty - they highlited the diverse environmental benefits of using recycled materials, which examplifies how the company might act to raise awareness about the UN sustainability goals, which is appreciated among different cultures as a world has posed this issue as a threat to our existency.

Therefore, MNC had made the right choices when decided to go to international market rasinig awareness of the problem, which is important all over the world, showing CSR and the ethical behaviour.

Consequently, there are some important goals for our society, fullfilling which makes the company's practices and behaviour ethical all over the world, hence, sometimes fighting issues which pose a threat for all the globe is ultimately 'right' in every single culture and context.

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Firms and businesses now usually try to make the most appropriate marketing strategies depending on the country and culture in order not to make an unethical advertisement or product. Usually it is difficult for them to identify the differences in culture and etiquette of the countries, because they may significantly differ depending on the culture. Nonetheless, by the accurate and precise research of the histories and values of the nations the firms are able to identify and design the right marketing strategies.

For example IKEA had the advertisement in the European countries which was also about the same-sex couples and people of all the nations, because it is ethically right for the Europe. The society there support the individuality and goes against the discrimination. However, in Russia, because there are different values and society won't understand such advertising appropriatel, so the IKEA made the different one.

Usually such MNCs as IKEA try to consider the national values and ethics of the certain country and design their marketing strategies depending on the what is ethically right or wrong there.

To conclude, the businesses could determine what is right or wrong in the certain country and change their marketing strategies depending on it.

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International marketing poses unique challenges, especially in navigating cultural differences and ensuring ethical practices. Due to the diverse nature of international cultures and etiquette, it can be difficult for marketers to discern what is ethically right and wrong. However, with careful consideration and research, it is possible for marketers to develop ethical marketing strategies that respect cultural differences and promote responsible business practices.

One example of ethical marketing in an international context is the "Dove Real Beauty" campaign. The campaign aimed to challenge traditional beauty standards and promote body positivity by featuring women of different ages, sizes, and ethnicities in their advertisements. The campaign was successful, as it resonated with consumers across the globe and helped shift the beauty industry towards a more inclusive and diverse representation of beauty.

However, the campaign was not without controversy. In some cultures, the idea of promoting "real" beauty was seen as disrespectful to traditional beauty standards and cultural norms. In the Arab world, for example, the campaign was criticised for being too liberal and not respecting the conservative values of the region. Despite these criticisms, Dove was able to navigate cultural differences and maintain ethical marketing practices by conducting extensive research and consulting with local experts.

To ensure ethical marketing practices, it is important for marketers to conduct thorough research on the cultural values and beliefs of the target audience. This can involve conducting focus groups, consulting with local experts, and analyzing market trends. By understanding the cultural context in which they are operating, marketers can develop marketing strategies that are respectful and appropriate for the target audience.

To conclude, navigating cultural differences and ensuring ethical marketing practices in international markets presents unique challenges for marketers. However, with careful consideration and research, it is possible to develop marketing strategies that respect cultural differences and promote responsible business practices. Nonetheless, marketers cannot know for sure what is acceptable in all cultures due to problems with sampling and general market research.

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On the one hand, there are some ubiquitous and acknowledged principals of what is ethically right. However, depending on the country and its culture, the moral norms might vary, so it is crucial for marketers to take into account these differences while considering marketing strategy.

For example, in 2018, H&M, faced criticism for an advertisement that featured a black child wearing a hoodie with the text "Coolest Monkey in the Jungle." The advertisement was considered racist by many people, particularly in the US and South Africa, where it was seen as perpetuating racial stereotypes.

The ethical dilemma challenged H&M's reputation and illustrated the need for MNC to understand cultural differences and avoid harmful stereotypes. It also emphasized the importance of diversity and inclusion in marketing teams to ensure that advertisements are respectful and inclusive of all cultures and communities.

Therefore, it is essential for marketers to conduct research on the cultural values and ethical principles of the targeted audience. Moreover, marketers might consult with experts in the field or local partners to understand cultural norms and practices. So, marketing strategies should take into account these values, creating strategies that are respectful of local customs and should avoid unethical practices, such as using stereotypes (like in case of H&M).

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Marketers most often aim to understand and respect the cultural norms and etiquette of the target audience they are trying to influence. This is necessary to improve brand image and increase sales. However, in today's world, the problem that what is considered ethical in one culture may not be so ethical in another has escalated. I think it is important for marketers to do thorough research and consult with local experts to make sure that their marketing campaigns are ethical with their target audience and to change them depending on the cultures (geographic segmentation). In addition, companies should have a code of ethics that regulates the decision-making process and ensures that they act in a socially responsible way; then the company will have proof that it is operating ethically. It is important that ethical considerations are an ongoing discussion and process within the company and should be constantly evaluated and adapted to the changing cultural, social, and economic environment. This should not be fixed, but instead should be mobile.