Towards intercultural competency in multicultural marketplaces

Demangeot, Catherine and Adkins, Natalie Ross and Mueller, Rene Dentiste and Henderson, Geraldine Rosa and Ferguson, Nakeisha S. and Mandiberg, James M. and Roy, Abhijit and Johnson, Guillaume and Kipnis, Eva and Pullig, Chris and Broderick, Amanda J. and Zuñiga, Miguel (2013) Towards intercultural competency in multicultural marketplaces. Journal of Public Policy and Marketing, 32. pp. 156-164. ISSN 0743-9156 (https://doi.org/10.1509/jppm.12.051)

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Abstract

Intercultural competency plays a pivotal role in creating a more equitable and just marketplace where situations of marketplace vulnerability are minimized and resiliency is enhanced. Intercultural competency is the ability to understand, adapt, and accommodate another’s culture. In this essay, a framework of intercultural competency development in multicultural marketplaces is presented. Resilience building actions for multicultural marketplace actors, specifically, consumers, businesses/marketers, community groups and NGOs, and policy makers, are discussed for three phases of intercultural competency development.

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