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

Kipnis, Eva; Demangeot, Catherine; Pullig, Chris; Cross, Samantha N. N.; Chi Cui, Charles; Galalae, Cristina; Kearney, Shauna; Cristina Licsandru, Tana; Mari, Carlo; Martín Ruiz, Verónica; Swanepoel, Samantha; Vorster, Lizette and Williams, Jerome D. (2021). Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being. Journal of Public Policy & Marketing, 40(2) pp. 143–164.

DOI: https://doi.org/10.1177/0743915620975415

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

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