Co-creating Sustained Impact for Diversity and Inclusion Engaged Marketing : WestminsterResearch

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Title	Co-creating Sustained Impact for Diversity and Inclusion Engaged Marketing
Type	Journal article
Authors	Cross, S., Galalae, C., Licsandru, T., Martin Ruiz, V., Cui, C., Mari, C., Vorster, L., Yoruk, I. and Johnson, E.
Abstract	Purpose – This paper aims to examine the complexities inherent in a collaborative academic–practitioner journey to co-create sustained impact that advances diversity and inclusion efforts in the marketing field. Design/methodology/approach – Building on empirical insights from a series of academic–practitioner co-creation workshops and in-depth collaborations with two key stakeholders, this paper reflects on the cocreation efforts and use of brokerage and bridging practices, to engage effectively with different stakeholders under the Diversity and Inclusion Engaged Marketing (DIEM) initiative. Findings – To illuminate the collaborative practices that have facilitated enhanced knowledge sharing between the academic and practice fields, the authors present two case studies, showcasing the impact outcomes co-created with DIEM-related practitioners based in the UK and the USA. Research limitations/implications – This paper provides a roadmap for a co-created impact journey, starting from a cross-contextual approach to impact gap identification. The approach involves bridging capital and brokerage of knowledge in the development of collaborative platforms and academic–stakeholder interactions, generating impact outcomes that are not without challenges. Practical implications – The roadmap can be used to facilitate future academic-practitioner collaborative efforts. Originality/value – The reflections on ongoing co-created impact journeys reinforce the value of a wider understanding of impact for practitioners and academics, stemming from sustained academic–practitioner collaborations.
Keywords	Impact
	diversity and inclusion engaged marketing
	bridging capital
	brokerage
	cocreated impact
	sustained impact
	impact journey
Journal	European Journal of Marketing
ISSN	0309-0566
Year	2025
Publisher	Emerald Publishing Limited
Accepted author manuscript	Author Accepted Manuscript - Cocreating sustained impact for diversity and inclusion engaged marketing.pdf License CC BY-NC 4.0
Digital Object Identifier (DOI)	https://doi.org/10.1108/EJM-04-2024-0326
Web address (URL)	https://www.emerald.com/insight/content/doi/10.1108/ejm-04-2024-0326/full/html
Published	25 Mar 2025

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