Titre :

Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action

Auteur(s) :

Demangeot, Catherine [Auteur]
Lille économie management - UMR 9221 [LEM]
Kipnis, Eva [Auteur]
Coventry University
Pullig, Chris [Auteur]
Cross, Samantha N.N. [Auteur]
Emontspool, Julie [Auteur]
Galalae, Cristina [Auteur]
Grier, Sonya [Auteur]
Rosenbaum, Mark [Auteur]
Best, Susy [Auteur]

Titre de la revue :

Journal of Business Research

Pagination :

339-353

Éditeur :

Elsevier

Date de publication :

2018-12-23

ISSN :

0148-2963

Mot(s)-clé(s) en anglais :

Multicultural marketplace well-being
Multicultural engagement
Transformative consumer research
Culture
Marketing

Discipline(s) HAL :

Sciences de l'Homme et Société/Gestion et management

Résumé en anglais : [en]

As modern societies have become increasingly diverse, we witness elevated tensions between different cultural groups. Through spaces and representations they create, marketers provide interaction for various groups and we ...
Lire la suite >As modern societies have become increasingly diverse, we witness elevated tensions between different cultural groups. Through spaces and representations they create, marketers provide interaction for various groups and we argue that marketing science, education and practice can play a transformative role in addressing these tensions. Towards this end, this paper contributes in three areas. First, we examine the structures and mechanisms underlying tensions and argue for a change from current policies of tolerance that merely recognize diversity, to actively seeking a well-being-enhancing multicultural engagement. Second, we provide a conceptual framework, employing a bridge metaphor that identifies the interactive marketplace domains of multicultural engagement (security, visibility, opportunity, utility, competence, and cultural navigability). Third, from the framework, we derive an agenda for actions by marketing academe and practice to support each domain.Lire moins >

Langue :

Anglais

Vulgarisation :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL