An epistemological study of Hispanic marketing, 1979–2015: The need to bridge theory with practice

Jake Beniflah and Sharmila C. Chatterjee
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Jake Beniflah: Executive Director, Center for Multicultural Science, USA

Journal of Cultural Marketing Strategy, 2015, vol. 1, issue 1, 90-112

Abstract: The primary objective of this study is to document the trends in US Hispanic marketing over the last 36 years. A review of journals in advertising, communications, general business and marketing in the USA from 1979 to 2015 found 42 papers were published on Hispanic marketing during this time frame. Content analysis showed that the majority of the research on Hispanic marketing centred on two areas: language and consumer behaviour. The authors express concern that the amount of research into Hispanic marketing is insufficient, given that the US Hispanic population will nearly triple by 2050 and will be an important growth segment for corporations. This paper suggests that business practitioners and scholars need to work more closely together to close the knowledge gap, combining their different competencies and areas of expertise to solve complex business problems in a country increasingly characterised by multiculturalism.

Keywords: Hispanic marketing; multicultural; bridging the gap; marketing theory and practice; knowledge creation (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2015:v:1:i:1:p:90-112

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