Toward intercultural competency in multicultural marketplaces

C. Demangeot, N. Adkins, R.D. Mueller, G.R. Henderson, N. Ferguson, J. Mandiberg, A. Roy, G. Johnson, Eva Kipnis, C. Pullig, A. Broderick, M. Zuniga

Research output: Contribution to journalArticlepeer-review

41 Citations (Scopus)
216 Downloads (Pure)


As the presence of multicultural marketplaces becomes more prevalent, the issue of marketplace diversity and inclusion brings forth a need for all stakeholders to address the structural issues surrounding marketplace vulnerability. In this paper, we develop a framework of intercultural competency (proactive and reactive) enabling the actors of multicultural marketplaces (policy makers, marketers, community groups, and consumers) to enact vulnerability prevention and remediation strategies.
Original languageEnglish
Pages (from-to)156-164
JournalJournal of Public Policy and Marketing
Issue numberSpecial issue (May 2013)
Publication statusPublished - May 2013

Bibliographical note

© 2013, American Marketing Association.


  • multicultural
  • marketplace
  • vulnerability
  • diversity
  • intercultural


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