Reflections on Ethical Concerns in Technology Transfer and Macromarketing

The following theses are defended. Technology transfer is (a) a good thing; (b) reflects the universalizing and globalizing impulse of western technologically advanced culture; (c) is based on the fundamental truth of human freedom; (d) requires not only the transfer of technology but of institutions and norms such as the technological project itself, free market economies, limited government, the rule of law, individual rights, religious toleration and personal autonomy; (e) may require the radical transformation of cultures receiving the technology; (f) is impeded largely by the difficulties of the receiving culture to adjust to the full spectrum of change; (g) challenges those in macromarketing to understand the processes of cultural transformation; (h) and, finally, faces a grave threat from those who are in an adversarial relationship to the "grand narrative of western technologically advanced culture." (C) 2005 by The Haworth Press, Inc. All rights reserved.