Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing

Kipnnis, E., Demangeot, C., Pullig, C., Cross, S., Cui, C., Galalae, C., Kearney, S., Licsandru, Mari, C., Martin-Ruiz, V., Swanepoel, S., Vorster, L. and Williams, J. 2021. Institutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing. Journal of Public Policy & Marketing. 40 (2), pp. 143-164. https://doi.org/10.1177/0743915620975415

TitleInstitutionalizing diversity and inclusion engaged marketing (DIEM) for multicultural marketplace wellbeing
TypeJournal article
AuthorsKipnnis, E., Demangeot, C., Pullig, C., Cross, S., Cui, C., Galalae, C., Kearney, S., Licsandru, Mari, C., Martin-Ruiz, V., Swanepoel, S., Vorster, L. and Williams, J.
Abstract

Within an institutional theory framework, this paper 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 wellbeing. Conducting three studies, one in each field and across contexts in three continents, we 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 our research findings, we provide specific guidance for institutional work within marketing’s fields and policy developments needed to advance diversity and inclusion engaged marketing (DIEM) for enhancing multicultural marketplace wellbeing.

Keywordsdiversity and inclusion
multicultural marketplace
wellbeing,
institutional work
relational engagement
marketing research
higher education and practice
JournalJournal of Public Policy & Marketing
Journal citation40 (2), pp. 143-164
ISSN0743-9156
1547-7207
Year2021
PublisherSage
Publisher's version
License
CC BY 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1177/0743915620975415
Web address (URL)https://journals.sagepub.com/doi/10.1177/0743915620975415
Publication dates
Published online01 Apr 2021

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