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.
Bibliographical note© 2013, American Marketing Association.
Demangeot, C., Adkins, N., Mueller, R. D., Henderson, G. R., Ferguson, N., Mandiberg, J., ... Zuniga, M. (2013). Toward intercultural competency in multicultural marketplaces. Journal of Public Policy and Marketing, 32(Special issue (May 2013)), 156-164. https://doi.org/10.1509/jppm.12.051