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The impact of diversity on institutional longevity

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  • Cross, Samantha N.N.
  • Gilly, Mary C.

Abstract

In contemporary societies, culturally diverse families and blending processes are expected outcomes when accommodating different cultural backgrounds. Manifestations of creolization processes are studied within the context of Thanksgiving celebrations, as the authors analyze how family diversity leads to blending processes that spur innovative outcomes and institutional change, and inevitably contribute to institutional longevity. Photographic and menu data, gathered from 76 Thanksgiving celebrations across three types of households, are supplemented with data from over 30 depth interviews. It is in this context of ritualized consumption that the authors examine what happens when resilient consistency meets increasing diversity and inevitable change. Findings indicate that family composition, shared conceptualizations and context matter and provide a different perspective on the links between diversity, tradition, creolization and institutional longevity.

Suggested Citation

  • Cross, Samantha N.N. & Gilly, Mary C., 2017. "The impact of diversity on institutional longevity," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 231-251.
    • Handle: RePEc:eee:ijrema:v:34:y:2017:i:1:p:231-251
    DOI: 10.1016/j.ijresmar.2016.05.006
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    2. Stephanie Slater & Catherine Demangeot, 2021. "Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts," Post-Print hal-03600360, HAL.
    3. Priyanka Jayashankar & Samantha Cross, 2020. "Expanding exchange: how institutional actors shape food-sharing exchange systems," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 116-134, June.
    4. Yayla, Serdar & Kutlubay, Omer Cem & Cicek, Mesut & Yeniyurt, Sengun, 2023. "Once upon a time in a foreign market: The role of cultural distance in the economic performance of multilateral non-equity partnerships," International Business Review, Elsevier, vol. 32(4).
    5. Takhar, Amandeep & Jamal, Ahmad & Kizgin, Hatice, 2021. "Transcultural identity development among third generation minority consumers," Journal of Business Research, Elsevier, vol. 133(C), pages 132-142.
    6. Cruz, Angela Gracia B. & Seo, Yuri & Buchanan-Oliver, Margo, 2018. "Religion as a field of transcultural practices in multicultural marketplaces," Journal of Business Research, Elsevier, vol. 91(C), pages 317-325.

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