Special Issue SJM-ESIC: Multicultural Marketing: Managing Ethnic Identities and Cultural Groups

Guest Editors:
  • Dr. José M. Pina, University of Zaragoza (Spain)Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo.
  • Dr. Zillur Rahman, Indian Institute of Technology Roorkee (India) Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo.
  • Dr. Zhiyong Yang, University of North Carolina at Greensboro (USA) Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo.
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:
  • Consumer decision making in a multicultural context, including individual consumers, family decision making, and group decision making
  • Consumer psychology and consumer identity (e.g., social identity, religious identity, sexual identity, multicultural identity)
  • Product and brand management across different cultures
  • Pricing and marketing communications for ethnic minorities
  • Diaspora marketing and global nomads, including both for-profit and non-profit strategies to  engage with individuals from other countries
  • Service and relationship marketing in different cultures
  • Social responsibility and ethics in multicultural markets
  • Marketing and social movements (e.g., gender equality, ecology movements)
  • Marketing management in organizations and B2B that involve dealing with different cultures (e.g., diversity management)
  • The role of culture in digital marketing and social media
  • Retailing and omni-channel management in multicultural markets
  • Multiculturalism and cultural diversity in tourism and hospitality
  • Cross-cultural theory and research methods
  • Challenges and opportunities for multicultural marketing
Important dates: Submissions open: 1 July 2020, Submissions deadline: 1 December 2020, Expected date of publication: 2021.

logoaem fondoazul1.fwAsociación Española de Marketing Académico y Profesional Departamento de Dirección de Marketing e Investigación de Mercados



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