Institutionalizing diversity-and-inclusion-engaged marketing for multicultural marketplace well-being

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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.