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

Author

Listed:
  • Catherine Demangeot

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Eva Kipnis

    (Coventry University)

  • Chris Pullig
  • Samantha N.N. Cross
  • Julie Emontspool
  • Cristina Galalae
  • Sonya Grier
  • Mark Rosenbaum
  • Susy Best

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.

Suggested Citation

  • Catherine Demangeot & Eva Kipnis & Chris Pullig & Samantha N.N. Cross & Julie Emontspool & Cristina Galalae & Sonya Grier & Mark Rosenbaum & Susy Best, 2018. "Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action," Post-Print hal-02114481, HAL.
    • Handle: RePEc:hal:journl:hal-02114481
    DOI: 10.1016/j.jbusres.2018.12.026
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    Cited by:

    1. Slater, Stephanie & Demangeot, Catherine, 2021. "Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts," Journal of Business Research, Elsevier, vol. 134(C), pages 702-715.
    2. Galalae, Cristina & Kipnis, Eva & Demangeot, Catherine, 2020. "Reassessing positive dispositions for the consumption of products and services with different cultural meanings: A motivational perspective," Journal of Business Research, Elsevier, vol. 115(C), pages 160-173.
    3. Ferraro, Carla & Hemsley, Alicia & Sands, Sean, 2023. "Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers," Business Horizons, Elsevier, vol. 66(4), pages 463-479.
    4. Khare, Apoorv & Jain, Rajesh, 2022. "Mapping the conceptual and intellectual structure of the consumer vulnerability field: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 150(C), pages 567-584.
    5. Kipnis, Eva & Bebek, Gaye & Brőckerhoff, Aurélie, 2021. "Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces," Journal of Business Research, Elsevier, vol. 123(C), pages 401-414.

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