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

Kipnis, Eva and Demangeot, Catherine and Pullig, Chris and Cross, Samantha N.N. and Chi Cui, Charles and Galalae, Cristina and Kearney, Shauna and Licsandru, Tana Cristina and Mari, Carlo and Martín Ruiz, Veronica and Swanepoel, Samantha and Vorster, Lizette and Williams, Jerome D. (2020) Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being. Journal of Public Policy & Marketing, 40 (2). pp. 143-164. ISSN 0748-6766

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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.

Item Type: Article
Identification Number:
4 November 2020Accepted
4 November 2020Published Online
Uncontrolled Keywords: diversity and inclusion, higher education and practice, institutional work, marketing research, multicultural marketplace, relational engagement, well-being
Subjects: CAH17 - business and management > CAH17-01 - business and management > CAH17-01-03 - marketing
Divisions: Faculty of Business, Law and Social Sciences > College of Accountancy, Finance and Economics
Faculty of Business, Law and Social Sciences > College of Business, Digital Transformation & Entrepreneurship
Depositing User: Shauna Kearney
Date Deposited: 25 May 2021 10:02
Last Modified: 20 Jun 2024 12:06

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