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 journalArticle

27 Citations (Scopus)
111 Downloads (Pure)

Abstract

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
Volume32
Issue numberSpecial issue (May 2013)
DOIs
Publication statusPublished - May 2013

Bibliographical note

© 2013, American Marketing Association.

Keywords

  • multicultural
  • marketplace
  • vulnerability
  • diversity
  • intercultural

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  • Cite this

    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