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

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journal contribution
posted on 14.05.2020, 13:37 by Catherine Demangeot, Eva Kipnis, Chris Pullig, Samantha NN Cross, Julie Emontspool, Cristina Galalae, Sonya A Grier, Mark S Rosenbaum, Susy F Best
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.

History

Citation

Journal of Business Research Volume 100, July 2019, Pages 339-353

Version

AM (Accepted Manuscript)

Published in

Journal of Business Research

Volume

100

Pagination

339 - 353 (15)

Publisher

ELSEVIER SCIENCE INC

issn

0148-2963

eissn

1873-7978

Acceptance date

08/12/2018

Copyright date

2018

Available date

23/12/2018

Publisher version

https://www.sciencedirect.com/science/article/pii/S0148296318306374

Notes

This paper originated at the Transformative Consumer Research Conference hosted by Cornell University in Ithaca, NY, June 18-20, 2017.

Language

English