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]

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

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 >

Language :

Anglais

Popular science :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL