Co-creating Sustained Impact for Diversity and Inclusion Engaged Marketing

Cross, Samantha N.N. and Galalae, Cristina and Licsandru, Tana Cristina and Martín Ruiz, Veronica and Cui, Charles C. and Mari, Carlo and Vorster, Lizette and Yoruk, Irem and Johnson, Emma and Kearney, Shauna (2025) Co-creating Sustained Impact for Diversity and Inclusion Engaged Marketing. European Journal of Marketing. ISSN 0309-0566

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Abstract

Purpose – This paper aims to examine the complexities inherent in a collaborative academic-practitioner journey to co-create sustained impact that advances diversity and inclusion (D&I) efforts in the marketing field.
Design/methodology/approach – Building on empirical insights from a series of academic-practitioner co-creation workshops and in-depth collaborations with two key stakeholders, this paper reflects on the co-creation efforts and use of brokerage and bridging practices, to engage effectively with different stakeholders under the Diversity and Inclusion Engaged Marketing (DIEM) Initiative.
Findings – To illuminate the collaborative practices that have facilitated enhanced knowledge sharing between the academic and practice fields, we present two case studies, showcasing the impact outcomes co-created with DIEM-related practitioners based in the UK and the US.
Research limitations/implications – This paper provides a roadmap for a co-created impact journey, starting from a cross-contextual approach to impact gap identification. Our approach involves bridging capital and brokerage of knowledge in the development of collaborative platforms and academic-stakeholder interactions, generating impact outcomes that are not without challenges.
Practical implications – The roadmap can be used to facilitate future academic-practitioner collaborative efforts.
Originality/value – The reflections on ongoing co-created impact journeys reinforce the value of a wider understanding of impact for practitioners and academics, stemming from sustained academic-practitioner collaborations.

Item Type:	Article
Identification Number:	10.1108/EJM-04-2024-0326
Dates:	Date Event 15 January 2025 Accepted 26 March 2025 Published Online
Uncontrolled Keywords:	Impact, diversity and inclusion engaged marketing, bridging capital, brokerage, co-created impact, sustained impact, impact journey
Subjects:	CAH17 - business and management > CAH17-01 - business and management > CAH17-01-02 - business studies
Divisions:	Faculty of Business, Law and Social Sciences > College of Business, Digital Transformation & Entrepreneurship
Depositing User:	Gemma Tonks
Date Deposited:	05 Mar 2025 13:38
Last Modified:	02 Jun 2025 13:09
URI:	https://www.open-access.bcu.ac.uk/id/eprint/16206

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