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首页> 外文期刊>Journal of Business Research >Constructing a bridge to multicultural marketplace well-being: A consumer- centered framework for marketer action
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Constructing a bridge to multicultural marketplace well-being: A consumer- centered framework for marketer action

机译：搭建通向多元文化市场福祉的桥梁：以消费者为中心的营销活动框架

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摘要

As modern societies have become increasingly diverse, we witness elevated tensions between different cultural groups. Through spaces and representations they create, marketers provide interaction for various groups and we argue that marketing science, education and practice can play a transformative role in addressing these tensions. Towards this end, this paper contributes in three areas. First, we examine the structures and mechanisms underlying tensions and argue for a change from current policies of tolerance that merely recognize diversity, to actively seeking a well-being-enhancing multicultural engagement. Second, we provide a conceptual framework, employing a bridge metaphor that identifies the interactive marketplace domains of multicultural engagement (security, visibility, opportunity, utility, competence, and cultural navigability). Third, from the framework, we derive an agenda for actions by marketing academe and practice to support each domain.
机译：随着现代社会变得越来越多样化，我们看到了不同文化群体之间日益紧张的关系。通过他们创造的空间和表示，营销人员可以为各个群体提供互动，我们认为营销科学，教育和实践可以在解决这些紧张关系方面发挥变革性作用。为此，本文在三个方面做出了贡献。首先，我们研究了紧张关系背后的结构和机制，主张从目前只承认多样性的宽容政策转变为积极寻求增进福祉的多元文化参与。其次，我们提供了一个概念框架，采用了一个桥梁隐喻，该隐喻确定了多元文化参与的互动市场领域（安全性，可见性，机会，效用，能力和文化通航性）。第三，从框架中，我们推导出了营销学院和实践的行动议程，以支持每个领域。

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