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Multicultural markets and acculturation: implications for service firms

Poulis, Konstantinos and Poulis, Efthimios and Yamin, Mo (2013) 'Multicultural markets and acculturation: implications for service firms.' Journal of Services Marketing, 27 (7). pp. 515-525. ISSN 0887-6045

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Abstract

Purpose – The purpose is to construct an analytical framework that encapsulates implications for the marketing offering of service firms as a result of observed intra-national ethnic diversity in these firms’ markets of operation. Design/methodology/approach – This is a conceptual approach which promotes the idea that acculturation matters for service firms operating in multicultural markets and adopts relevant propositions related to service firms’ strategy in such markets. Findings – Integrating fragmented insights from consumer behaviour and multicultural marketing, the study suggests that the various interactions and contacts between ethnic groups in a multicultural country can generate acculturation outcomes that lend themselves to novel avenues for empirical research. These avenues move beyond a research focus on the presence of ethnic groups as stand-alone entities of intra-ethnic uniformity. Practical implications – Firms with a broader market horizon in a multicultural market can employ acculturation in their marketing strategy since an exclusive focus on ethnicity as a basis of segmenting the market reveals shortcomings. Otherwise, a myopic approach that ignores cross-ethnic interactions may lead to bypassing opportunities for more considerate market responses by a service firm. Originality/value – To the best of the authors’ knowledge, this is the only acculturation study in a services context that offers an analytical framework and propositions that can be used as a guide for multicultural, services marketing researchers and practitioners that see the market in a holistic fashion.

Item Type: Article
Uncontrolled Keywords: Acculturation, Ethnic marketing, Multicultural marketing
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Social Sciences > Essex Business School
Depositing User: Users 161 not found.
Date Deposited: 09 Jan 2015 17:02
Last Modified: 09 Jan 2015 17:02
URI: http://repository.essex.ac.uk/id/eprint/11154

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