publication . Article . 2013

Multicultural markets and acculturation: implications for service firms

Poulis, Konstantinos; Yamin, Mo; Poulis, Efthimios;
Open Access
  • Published: 07 Oct 2013 Journal: Journal of Services Marketing, volume 27, pages 515-525 (issn: 0887-6045, Copyright policy)
  • Publisher: Emerald
  • Country: Switzerland
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 multicul...
free text keywords: Ethnic marketing, Multicultural marketing, /dk/atira/pure/subjectarea/asjc/1400/1406, Marketing, Business, Public relations, business.industry, Ethnic group, Acculturation, Cultural diversity, Multiculturalism, media_common.quotation_subject, media_common, Empirical research, Conceptual approach, Consumer behaviour
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