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Acculturation and the influence of ethnicity on market orientation of African and Caribbean companies in Britain

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  • Ogenyi Omar
  • Audrey Kirby
  • Charles Blankson

Abstract

Since acculturation is the process of acquiring the customs of an alternative society we assume that adapting to consumers from various cultures will be a fundamental task for African and Caribbean (A&C) companies in Britain. This study investigates market orientation of A&C service companies and their processes of cultural learning and adaptation using ethnicity as a basis for an exploratory study of the British market. The findings indicate that A&C companies serve as bicultural mediators, both accommodating their consumers and working to alter their consumption patterns to bring them into line with their own ethnic and British national market customs. The adaptation of A&C service companies to the cultural characteristics and needs of their customers results in changes to their companies, consumers and the British marketplace.

Suggested Citation

  • Ogenyi Omar & Audrey Kirby & Charles Blankson, 2003. "Acculturation and the influence of ethnicity on market orientation of African and Caribbean companies in Britain," The Service Industries Journal, Taylor & Francis Journals, vol. 23(4), pages 81-97, September.
    • Handle: RePEc:taf:servic:v:23:y:2003:i:4:p:81-97
    DOI: 10.1080/02642060412331301022
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    Cited by:

    1. Ecartin Koutoua Bosson & Mehraz Boolaky & Mridula Gungaphul, 2016. "The Influence of National Culture on Marketing Strategies in Africa," Journal of Business Administration Research, Journal of Business Administration Research, Sciedu Press, vol. 5(2), pages 83-100, October.

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