The Hispanic marketing paradigm and the needed shift: A Kuhnian perspective

Jake Beniflah and Pamela Razo
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Jake Beniflah: Executive Director, Center for Multicultural Science, USA
Pamela Razo: Research Analyst, The Center for Multicultural Science, USA

Journal of Cultural Marketing Strategy, 2022, vol. 6, issue 2, 153-159

Abstract: Over the last 40 years, significant shifts in the US demography, media and technology have transformed the face of marketing. At the same time, however, marketing to US Hispanics has undergone little change. This paper uses the philosophy of science to analyse the past, present and future of marketing to Hispanics at a time when the country is on a path to becoming a multicultural majority. The paper argues that a paradigm shift in marketing to US Hispanics is inevitable, and a conversion rooted in epistemology can only benefit brands, advertising agencies and media companies. The paper provides an overview on: (1) Thomas Kuhn’s original work, detailing the structure of paradigm formation and change; (2) the creation of the Hispanic marketing paradigm; and (3) the proposed shift in marketing to drive corporate growth with US Hispanics in the 21st century.

Keywords: epistemology; history of science; Kuhn; paradigms; paradigm shifts; Hispanic marketing; Hispanic marketing paradigm (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2022
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