You are an independent marketing consultant currently working for a cigarette manufacturer in England. Claims have been raised that the company has been intentionally increasing nicotine levels in cigarettes being shipped to developing markets in order to hook customers. If true, practices such as this by tobacco companies put the “standardization versus adaptation” issue in an unusual perspective. If the manufacturer you are currently working for is adjusting nicotine levels in exported cigarettes, do you feel that the company is practicing ethical business? If you are required to report on this to the company’s board of directors, what advice will you give them? e-2