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Models of culture change

Laroche, Michel and Jamal, Ahmad ORCID: 2015. Models of culture change. Jamal, Ahmad ORCID:, 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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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
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

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