Introduction

Questions regarding social responsibility and ethics have always surfaced in discussions pertaining to the operations of transnational corporations in developing countries. Even though there is some understanding about the differing roles of transnational corporations in developing countries, there is little consensus on the specific nature of their functions. There is a need to develop and implement a macro-marketing philosophy that incorporates profitability requirements of transnational corporations and the socioeconomic and ecological needs of developing countries. Thus, the foundation of marketing concept might have to be broadened to include societal concerns. The implications for firms indicate that they may be virtually incapable of stopping some gray marketing activities, such as free-riding. Turkish sales and marketing managers of both large and small size corporations were contacted through a mail survey. Istanbul Chamber of Commerce provided the mailing list and data were collected by pretested questionnaire. Managers received both English and Turkish versions of the questionnaire.