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

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 


Citation:

Eva Kipnis, Catherine Demangeot, Chris Pullig, and Samantha N.N. Cross (2021). Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being. Journal of Public Policy & Marketing, 40(2), Pages 143-164. https://journals.sagepub.com/doi/full/10.1177/0743915620975415

 

Authors

Eva Kipnis
Catherine Demangeot
Chris Pullig
Samantha N.N. Cross



Journal of Public Policy & Marketing | 2021

https://journals.sagepub.com/doi/full/10.1177/0743915620975415



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