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

doi:10.1509/jppm.12.051

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 journal › Article › peer-review

47 Citations (Scopus)

353 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 language	English
Pages (from-to)	156-164
Journal	Journal of Public Policy and Marketing
Volume	32
Issue number	Special issue (May 2013)
DOIs	https://doi.org/10.1509/jppm.12.051
Publication status	Published - May 2013

Bibliographical note

Keywords

multicultural
marketplace
vulnerability
diversity
intercultural

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10.1509/jppm.12.051

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AU - Demangeot, C.

AU - Adkins, N.

AU - Mueller, R.D.

AU - Henderson, G.R.

AU - Ferguson, N.

AU - Mandiberg, J.

AU - Roy, A.

AU - Johnson, G.

AU - Kipnis, Eva

AU - Pullig, C.

AU - Broderick, A.

AU - Zuniga, M.

PY - 2013/5

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AB - 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.

KW - multicultural

KW - marketplace

KW - vulnerability

KW - diversity

KW - intercultural

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M3 - Article

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JO - Journal of Public Policy and Marketing

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IS - Special issue (May 2013)

ER -

Toward intercultural competency in multicultural marketplaces

Abstract

Bibliographical note

Keywords

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