Artículos

Guest Editors:

 
The globalization of economic activity poses a major challenge for companies throughout the world, which must struggle to find a balance between offering standardized solutions and addressing the specific needs of countries and cultures. Identifying and understanding the differences between consumer groups is fundamental to the success of many organizations, regardless of whether they follow a local or global approach. The culture to which a particular consumer belongs is, thus, a key segmentation criterion that has been closely studied by both academics and practitioners (de Mooij, 2019; Kotabe & Helsen, 2020).

From a broad perspective, culture reflects a series of values, beliefs and attitudes shared by members of a particular group. As a result, cultural research covers various topics related to religion, race, nationality, language, cohort, class, social status, type of family, marital status, gender role, and sexual orientation. Individuals who are part of a particular culture share a common identity and their perceptions, attitudes and behaviours can partly be explained by their culture. Also, multicultural markets are dynamic marketplaces that facilitate contact, interaction, exchange, conflict and identity negotiation among multiple stakeholders (Demangeot, Broderick, & Craig, 2015). A marketer operating in a multicultural environment cannot afford to design strategies ignoring this diversity. Further, multicultural markets have been proliferating in many nations, and gaining importance among both academicians and practitioners (Burton, 2005; Demangeot et al., 2015; Kipnis, Demangeot, Pullig, & Broderick, 2019).

This special issue intends to advance the theory and generate managerial insights pertaining to multicultural marketing. The authors contributing to this special issue may undertake cross-cultural studies or focus on any groups that share a clear common culture. They could also focus on the marketing implications that deal with different subcultures and cultural groups at the organizational level. In all cases, it will be particularly important to describe the state-of-the-art of the selected topic and explain why organizations should take cultural differences into account when targeting specific groups.

Topics may come from any area of marketing, including, but not limited to:

 
Important dates: Submissions open: 1 July 2020, Submissions deadline: 1 December 2020, Expected date of publication: 2021.