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.
|Journal||Journal of Public Policy and Marketing|
|Issue number||Special issue (May 2013)|
|Publication status||Published - May 2013|
Bibliographical note© 2013, American Marketing Association.