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Multicultural marketplaces: New territory for international marketing and consumer research

Catherine Demangeot (IESEG School of Management, LEM-CNRS (UMR 9221), Paris, France)
Amanda J. Broderick (Salford Business School, University of Salford, Salford, UK)
C. Samuel Craig (Leonard N. Stern School of Business, New York University, New York, NY, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 13 April 2015




The purpose of this paper is to bring international marketing and consumer research attention to multicultural marketplaces as a new focal research lens. It develops a conceptualisation of multicultural marketplaces, demonstrating why they constitute new conceptual territory, before specifying five key areas for research development.


The paper draws from seminal international marketing literature and other fields to propose perspective shifts, and suggest theories and frameworks of potential usefulness to the five research areas.


The paper conceptualises multicultural marketplaces as place-centred environments (physical or virtual) where the marketers, consumers, brands, ideologies and institutions of multiple cultures converge at one point of concurrent interaction, while also being potentially connected to multiple cultures in other localities. Five key areas for research development are specified, each with a different conceptual focus: increasing complexity of cultural identities (identity), differentiation of national political contexts (national integration policies), intergroup conviviality practices and conflictual relationships (intergroup relations), interconnectedness of transnational networks (networks), and cultural dynamics requiring multicultural adaptiveness (competences).

Research limitations/implications

For each research area, a number of research avenues and theories and frameworks of potential interest are proposed.


The paper demonstrates why multicultural marketplaces constitute new conceptual territory for international marketing and consumer research; it provides a conceptualisation of these marketplaces and a comprehensive research agenda.



Demangeot, C., Broderick, A.J. and Craig, C.S. (2015), "Multicultural marketplaces: New territory for international marketing and consumer research", International Marketing Review, Vol. 32 No. 2, pp. 118-140.



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