Constructing a bridge to multicultural ...
Document type :
Compte-rendu et recension critique d'ouvrage
Title :
Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action
Author(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]
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]
Journal title :
Journal of Business Research
Pages :
339-353
Publisher :
Elsevier
Publication date :
2018-12-23
ISSN :
0148-2963
English keyword(s) :
Multicultural marketplace well-being
Multicultural engagement
Transformative consumer research
Culture
Marketing
Multicultural engagement
Transformative consumer research
Culture
Marketing
HAL domain(s) :
Sciences de l'Homme et Société/Gestion et management
English abstract : [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 ...
Show more >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.Show less >
Show more >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.Show less >
Language :
Anglais
Popular science :
Non
Collections :
Source :
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