TY - JOUR
T1 - Towards intercultural competency in multicultural marketplaces
AU - Demangeot, Catherine
AU - Adkins , Natalie Ross
AU - Mueller , Rene Dentiste
AU - Henderson , Geraldine Rosa
AU - Ferguson , Nakeisha S.
AU - Mandiberg , James M.
AU - Roy, Abhijit
AU - Johnson , Guillaume
AU - Kipnis, Eva
AU - Pullig, Chris
AU - Broderick, Amanda J.
AU - Zuñiga, Miguel
PY - 2013/5
Y1 - 2013/5
N2 - 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.
AB - 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.
KW - multicultural marketplaces;
KW - vulnerability
KW - diversity
KW - intercultural
UR - http://www.marketingpower.com/AboutAMA/Pages/AMA%20Publications/AMA%20Journals/Journal%20of%20Public%20Policy%20Marketing/JournalofPublicPolicyMarketing.aspx
U2 - 10.1509/jppm.12.051
DO - 10.1509/jppm.12.051
M3 - Article
SN - 0743-9156
VL - 32
SP - 156
EP - 164
JO - Journal of Public Policy and Marketing
JF - Journal of Public Policy and Marketing
ER -