Embracing Diversity

Stefano Puntoni

ERIM Inaugural Address Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.

Abstract: __Abstract__ Societies are vastly more diverse today than they used to be and, in many industries, developing theories and approaches that recognize and capitalize on this greater consumer diversity is crucial. In business schools, diversity tends to be discussed only in relation to human resource management. However, understanding the consequences of diversity is important also for marketing researchers. More generally, if pluralistic societies like ours wish to remain harmonious and prosperous, all groups within them have to feel included as stakeholders. Marketplace inclusiveness is an important condition for this to happen. In this inaugural address, I argue that a diversity perspective is helpful in making sense of social phenomena. I will first describe the tensions associated with globalization in terms of diversity. I then review various approaches to conducting research on diversity, giving examples from my own work and highlighting areas for future research. I conclude with some observations about the implications of increasing globalization and diversity for brand strategy and for management practice more generally.

Keywords: Marketing; Diversity; Marketplace inclusiveness; Globalization; Branding; Consumer behavior; Business and society (search for similar items in EconPapers)
JEL-codes: F M30 (search for similar items in EconPapers)
Pages: 42
Date: 2015-03-13
New Economics Papers: this item is included in nep-mkt
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