Why is this difference important for sales managers? Sales managers have a duty to protect the salespeople under their direction, as well as the reputation of the firm. Although certain practices may be acceptable, legal, and even expected in other cul-tures, the sales manages should be leery of condoning actions that tare unethical at home. Once a company establishes ethical standards, those standards should tran-scend culture. While sales managers will train and educate salespeople to adapt to other cultures, adaptation should fall short of requiring salespersons to act inconsis-tently with company values or condoning it when they do.