Towards intercultural competency in multicultural marketplaces

Catherine Demangeot, Natalie Ross Adkins , Rene Dentiste Mueller , Geraldine Rosa Henderson , Nakeisha S. Ferguson , James M. Mandiberg , Abhijit Roy, Guillaume Johnson , Eva Kipnis, Chris Pullig, Amanda J. Broderick, Miguel Zuñiga

Research output: Contribution to journalArticle

28 Citations (Scopus)

Abstract

Intercultural competency plays a pivotal role in creating a more equitable and just marketplace where situations of marketplace vulnerability are minimized and resiliency is enhanced. Intercultural competency is the ability to understand, adapt, and accommodate another’s culture. In this essay, a framework of intercultural competency development in multicultural marketplaces is presented. Resilience building actions for multicultural marketplace actors, specifically, consumers, businesses/marketers, community groups and NGOs, and policy makers, are discussed for three phases of intercultural competency development.
Original languageEnglish
Pages (from-to)156-164
Number of pages9
JournalJournal of Public Policy and Marketing
Volume32
Early online date28 Feb 2013
DOIs
Publication statusPublished - May 2013

Keywords

  • multicultural marketplaces;
  • vulnerability
  • diversity
  • intercultural

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  • Cite this

    Demangeot, C., Adkins , N. R., Mueller , R. D., Henderson , G. R., Ferguson , N. S., Mandiberg , J. M., Roy, A., Johnson , G., Kipnis, E., Pullig, C., Broderick, A. J., & Zuñiga, M. (2013). Towards intercultural competency in multicultural marketplaces. Journal of Public Policy and Marketing, 32, 156-164. https://doi.org/10.1509/jppm.12.051