151. Toward Intercultural Competency in Multicultural Marketplaces
- Author
-
Geraldine Rosa Henderson, Eva Kipnis, Rene Dentiste Mueller, James M. Mandiberg, Abhijit Roy, Amanda J. Broderick, Miguel Angel Zúñiga, Chris Pullig, Guillaume D. Johnson, Natalie Ross Adkins, Nakeisha S. Ferguson, and Catherine Demangeot
- Subjects
Marketing ,Economics and Econometrics ,business.industry ,media_common.quotation_subject ,Vulnerability ,Public relations ,Intercultural competency ,Intercultural relations ,Multiculturalism ,Sociology ,Psychological resilience ,Business and International Management ,business ,media_common ,Diversity (politics) - Abstract
Intercultural competency plays a pivotal role in creating a more equitable and just marketplace in which situations of marketplace vulnerability are minimized and resilience is enhanced. Intercultural competency is the ability to understand, adapt, and accommodate another's culture. In this essay, the authors present a framework of intercultural competency development in multicultural marketplaces. They discuss resilience-building actions for multicultural marketplace actors, specifically, consumers, companies/marketers, community groups and nongovernmental organizations, and policy makers for three phases of intercultural competency development.
- Published
- 2013
- Full Text
- View/download PDF