There are significant differences between the culture, ideology, and values of different nations, so it is not surprising that there are differences in business ethics and etiquette. Therefore, it is essential when establishing and maintaining business relations that the parties get to know each other's ethnic customs or general international etiquette to approach each other with greater understanding and develop more successful business negotiations and business relationships. This paper aims to illustrate the similarities and differences in etiquette behavior, through the examples of two neighboring countries (Slovakia and Hungary). Based on the results of our primary, questionnaire-based, cross-national research, we conclude that companies in both Hungary and Slovakia consider that the manifestations of business ethics in the countries have improved over the last ten years due to globalization.

In a post-pandemic environment, businesses face new challenges in sustaining stakeholder interest due to the ever-changing consumer behaviour trends and a more fragmented media landscape . Achieving sponsorship contracts within this tumultuous financial period due to limited sponsor budget raises uncertainty in a potential or existing sponsorship relations due to competition with other organisations for the support of targeted sponsors. The objective of this study is to understand sponsorship relations and decision making from sponsors’ point of view and to explore approaches deployed by sponsored properties in drafting their proposals. In doing so, the study implemented semi-structured interviews with thirteen (13) corporate communication and marketing managers in Malaysia who were directly associated with sponsorship or sponsorship-seeking exercises through the marketing and branding programmes of their organisations. Through a thematic analysis, our study discovered three main findings on establishing sponsorship relations which included prioritising stakeholders, upholding current policies and developing value-added collaborations for growth. The need for accountability, compliance with organisation standards and linkages to government initiatives provided sponsored properties with the awareness of the evolving B2B sponsorship and media environment. The study emphasised the significance of ethical business practices when making strategic decisions on sponsorship. Further to this, the study outlined implications from the selection of sponsored properties in the business-to-business (B2B) community to continue fostering trust and inspire confidence from the public through strategic media and enduring partnerships.

COVID-19 has impacted not only human lives, but also business organisations. The repercussions of the pandemic on global businesses include sustaining the value of a firm that could benefit stakeholders, such as the challenge for sponsored properties to attain sponsorship through a period of financial struggles and the capacity of a sponsor to provide it. It is imperative for business-to-business (B2B) communities to evaluate criteria and risks of sponsorship to instil public trust and consequently result in value creation for firms. At the same time, the role of the media is pivotal to create visibility of this partnership and achieve set sponsorship aims. With that said, the objective of this study is to explore the role of sponsorship decision making by Malaysian organisations during the pandemic and how the media have strengthened relationship marketing between businesses and their stakeholders; by examining the determinant factors of using media as an activation in sponsorship and the criteria of using media in sponsorship. The qualitative study conducted interviews with 13 corporate communication and marketing managers in Malaysia that are involved directly with sponsorship activation. The findings highlight the sponsorship ecosystem through the Malaysian media and B2B perspectives that would guide practitioners in making strategic decisions on B2B sponsorship matters, particularly on the relational approaches and media engagement should be seen as part of good business conduct. Future recommendation of this research is to seek the perceptions of consumers on the congruence of relationship marketing through sponsor-sponsored properties collaboration in Malaysian media.