Institutionalizing diversity-and-inclusion-engaged marketing for multicultural marketplace well-being
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Date
Authors
Kipnis, Eva
Demangeot, Catherine
Pullig, Chris
Cross, Samantha N.N.
Chi Cui, Charles
Galalae, Cristina
Kearney, Shauna
Licsandru, Tana Cristina
Mari, Carlo
Ruiz, Veronica Martın
Journal Title
Journal ISSN
Volume Title
Publisher
Sage
Abstract
Within an institutional theory framework, this article identifies three interconnected fields of the marketing institution—research,
education, and practice—that contribute to advancing the diversity and inclusion discourse in promoting multicultural marketplace
well-being. Conducting three studies, one in each field and across contexts in three continents, the authors identify barriers
that inhibit effective implementation of diversity and inclusion initiatives in today’s multicultural marketplaces. These barriers exist
within and across fields and pertain to cultural-cognitive (shared meanings), normative (normative factors), and regulatory (rules
and systems) pillars supporting the existence or transformation of institutions. From the research findings, the authors provide
specific guidance for institutional work within marketing’s fields and policy developments needed to advance diversity-andinclusion-
engaged marketing for enhancing multicultural marketplace well-being.
Description
This article originated at the Transformative Consumer Research Conference hosted by Florida State University in Tallahassee, May 19–21, 2019.
Keywords
Diversity and inclusion, Higher education and practice, Marketing research, Multicultural marketplace, Relational engagement, Well-being
Sustainable Development Goals
Citation
Kipnis, E., Demangeot, C., Pullig, C. et al. 2021, 'Institutionalizing diversity-and-inclusion-engaged marketing for multicultural marketplace well-being', Journal of Public Policy and Marketing, vol. 40, no. 2, pp. 143-164.