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

Published on Jul 1, 2019in Journal of Business Research
· DOI :10.1016/J.JBUSRES.2018.12.026
Catherine Demangeot15
Estimated H-index: 15
(Lille Catholic University),
Eva Kipnis9
Estimated H-index: 9
(University of Sheffield)
+ 6 AuthorsSusy F. Best1
Estimated H-index: 1
Sources
Abstract
Abstract 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.
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