Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being - Archive ouverte HAL
Article Dans Une Revue Journal of Public Policy and Marketing Année : 2021

Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being

Eva Kipnis
  • Fonction : Auteur
Chris Pullig
  • Fonction : Auteur
Samantha N.N. Cross
  • Fonction : Auteur
Charles Chi Cui
  • Fonction : Auteur
Cristina Galalae
  • Fonction : Auteur
Shauna Kearney
  • Fonction : Auteur
Tana Cristina Licsandru
  • Fonction : Auteur
Carlo Mari
  • Fonction : Auteur
Verónica Martín Ruiz
  • Fonction : Auteur
Samantha Swanepoel
  • Fonction : Auteur
Lizette Vorster
  • Fonction : Auteur
Jerome Williams
  • Fonction : Auteur

Résumé

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-and-inclusion-engaged marketing for enhancing multicultural marketplace well-being.

Dates et versions

hal-03600388 , version 1 (07-03-2022)

Identifiants

Citer

Eva Kipnis, Catherine Demangeot, Chris Pullig, Samantha N.N. Cross, Charles Chi Cui, et al.. Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being. Journal of Public Policy and Marketing, 2021, 40 (2), pp.143-164. ⟨10.1177/0743915620975415⟩. ⟨hal-03600388⟩
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