Laroche, Michel and Jamal, Ahmad ORCID: https://orcid.org/0000-0002-6230-4910
2015.
Models of culture change.
Jamal, Ahmad ORCID: https://orcid.org/0000-0002-6230-4910, Penaloza, Lisa and Laroche, Michel, eds.
The Routledge Companion to Ethnic Marketing,
Routledge Companions in Business, Management and Accounting,
Abingdon:
Routledge,
pp. 17-35.
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Abstract
Growing population numbers, increasing purchasing power and a heightened sense of ethnic pride among ethnic minority consumers across the globe represent significant marketing opportunities ( Jamal 2003; Peñaloza 2007). Cultural and ethnic diversity in the marketplace affects and shapes social institutions. As examples, many educational institutions have developed diversity offices to accommodate a multicultural student body and staff, while up-and-coming chefs and families and pop restaurateurs steadily incorporate ethnic foods into local cuisine. Ethnic diversity affects businesses by presenting opportunities in developing new markets for a variety of products and services, as well as challenges related to working with diverse workers and consumers.
Item Type: | Book Section |
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Date Type: | Publication |
Status: | Published |
Schools: | Business (Including Economics) |
Subjects: | H Social Sciences > HF Commerce |
Publisher: | Routledge |
ISBN: | 9780415643634 |
Date of First Compliant Deposit: | 30 March 2016 |
Date of Acceptance: | 9 January 2015 |
Last Modified: | 28 Oct 2022 09:57 |
URI: | https://orca.cardiff.ac.uk/id/eprint/76232 |
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