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Are future business professionals ready for multicultural marketing? An empirical investigation

Author

Listed:
  • Poole, Sonja Martin
  • Garrett-Walker, J.

Abstract

As more companies establish specialist departments and tailor their activities to meet the growing multicultural market, there is a need for multicultural expertise within organisations. Marketing professionals however, are often guilty of using stereotypes and relying on generalisations that not only are inaccurate, but are also likely to turn off the very people a company wants to reach. There is a dearth of knowledge about the multicultural competencies that shape professional choices and behaviours. This paper uses survey data to examine undergraduate students’ ideologies related to multicultural issues. Results suggest business students, more than many other types of student, are less culturally competent. Implications for diversity training and education are considered.

Suggested Citation

  • Poole, Sonja Martin & Garrett-Walker, J., 2016. "Are future business professionals ready for multicultural marketing? An empirical investigation," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 2(1), pages 43-50, October.
    • Handle: RePEc:aza:jcms00:y:2016:v:2:i:1:p:43-50
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    More about this item

    Keywords

    multicultural marketing; marketing education; diversity training; privilege awareness; colourblind racial ideology;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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