Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being

Eva Kipnis, Catherine Demangeot, Chris Pullig, Samantha N.N. Cross, Charles Chi Cui, Cristina Galalae, Shauna Kearney, Tana Cristina Licsandru, Carlo Mari, Verónica Martín Ruiz, Samantha Swanepoel, Lizette Vorster and Jerome Williams
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Catherine Demangeot: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: Within an institutional theory framework, this article identifies three interconnected fields of the marketing institution—research, education, and practice—that contribute to advancing the diversity and inclusion discourse in promoting multicultural marketplace well-being. Conducting three studies, one in each field and across contexts in three continents, the authors identify barriers that inhibit effective implementation of diversity and inclusion initiatives in today's multicultural marketplaces. These barriers exist within and across fields and pertain to cultural-cognitive (shared meanings), normative (normative factors), and regulatory (rules and systems) pillars supporting the existence or transformation of institutions. From the research findings, the authors provide specific guidance for institutional work within marketing's fields and policy developments needed to advance diversity-and-inclusion-engaged marketing for enhancing multicultural marketplace well-being.

Keywords: diversity and inclusion; higher education and practice; institutional work; marketing research; multicultural marketplace; relational engagement; well-being (search for similar items in EconPapers)
Date: 2021-04-01
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Citations: View citations in EconPapers (6)

Published in Journal of Public Policy and Marketing, 2021, 40 (2), pp.143-164. ⟨10.1177/0743915620975415⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03600388

DOI: 10.1177/0743915620975415

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