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

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journal contribution
posted on 2021-01-08, 12:39 authored by Eva Kipnis, Catherine Demangeot, Chris Pullig, Samantha Cross, Charles Cui, Cristina Galalae, Shauna Kearney, Tana Licsandru, Carlo Mari, Veronica Ruiz, Samantha Swanepoel, Lizette Vorster, Jerome Williams
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.

History

Author affiliation

School of Business

Version

  • AM (Accepted Manuscript)

Published in

Journal of Public Policy and Marketing

Publisher

SAGE Publications

issn

0743-9156

Acceptance date

2020-10-31

Copyright date

2020

Available date

2020-11-04

Language

en

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