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Article
Publication date: 2 May 2017

Luca Petruzzellis, C. Samuel Craig and Ada Palumbo

The purpose of this paper is to provide a measurement scale that captures elements of Mediterranean identity.

Abstract

Purpose

The purpose of this paper is to provide a measurement scale that captures elements of Mediterranean identity.

Design/methodology/approach

A scale was developed from items drawn from existing scales and from a qualitative study that examined how respondents viewed their national identity as well as the concept of a Mediterranean identity. The literature pertaining to Mediterranean identity, culture and the influence of contextual factors on its development were reviewed. The scale revealed four dimensions of Mediterranean identity: traditions, relationships, ethnocentrism and a bond with the Sea.

Findings

The scale successfully discriminated between those living by the Sea and those living inland. At the same time, it did not differentiate between respondents living in the north from those living in the south. The study suggests that context, specifically proximity to the Sea, helps shape some of the regional variation in values and beliefs.

Research limitations/implications

The geographic composition of the sample limits the generalizability of the results. A sample across additional countries would provide greater confidence in the results, although much of the theoretical work on Mediterranean thinking has focused on Italy. Further, it was desirable to keep as many factors as possible constant to limit extraneous variation. Inclusion of respondents from countries with different levels of wealth, religious and political ideologies would likely uncover additional facets of Mediterranean identity.

Practical implications

The results have broader implications for identifying transnational segments that may exist around the Mediterranean. A key implication relates to the extent that similar values and beliefs appear to be associated with proximity to the Mediterranean Sea. It also highlights the importance of considering contextual factors when developing an understanding of consumer behavior.

Originality/value

Mediterranean identity has been examined conceptually, but a systematic means to measure is lacking. The essence of Mediterranean thinking embodies the importance individuals place on adhering to traditions, the value they attach to personal relationship, a certain degree of ethnocentricism, and of course the bond with the Sea. The results also suggest that differences that have been attributed to a north/south divide, needs to be reexamined.

Details

EuroMed Journal of Business, vol. 12 no. 1
Type: Research Article
ISSN: 1450-2194

Keywords

Content available
Article
Publication date: 13 April 2015

Catherine Demangeot, Amanda J. Broderick and C. Samuel Craig

832

Abstract

Details

International Marketing Review, vol. 32 no. 2
Type: Research Article
ISSN: 0265-1335

Content available
Article
Publication date: 13 April 2015

C. Samuel Craig

1468

Abstract

Details

International Marketing Review, vol. 32 no. 2
Type: Research Article
ISSN: 0265-1335

Article
Publication date: 13 April 2015

Catherine Demangeot, Amanda J. Broderick and C. Samuel Craig

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…

6129

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Content available

Abstract

Details

International Marketing Review, vol. 30 no. 3
Type: Research Article
ISSN: 0265-1335

Article
Publication date: 13 April 2015

Pilar Rojas Gaviria and Julie Emontspool

– Studying the cultural dynamics of expatriate amateur theater in Brussels, the purpose of this paper is to investigate multicultural marketplace development in global cities.

1789

Abstract

Purpose

Studying the cultural dynamics of expatriate amateur theater in Brussels, the purpose of this paper is to investigate multicultural marketplace development in global cities.

Design/methodology/approach

The paper performs an interpretive analysis of the expatriate amateur scene from an ethnographic perspective, combining observations of rehearsals and performances, in-depth interviews with actors, directors and audience, and secondary data.

Findings

The fluidity of global cities allows their inhabitants to engage in creative processes of cultural experimentation, performing a continuous back-and-forth movement between hybridization and pluralization. The former creates enough homogeneity for the expatriates to feel targeted; the latter ensures a level of cultural diversity necessary to satisfy their cosmopolitan aspirations.

Practical implications

The paper points to the important role of global cities for cultural experimentation. Such cities are not only an interesting market for culturally diverse products, but also experimental hubs. Managers willing to address multicultural marketplaces might target these markets with dynamic cultural offers that ensure a balance between rendering a product globally appreciated and recognizable, and maintaining a cosmopolitan appeal for consumers in search of diversity.

Originality/value

Drawing on global cities as markets in continuous reconstruction and subject to cultural experimentation, the paper turns the attention of the research community to the collective, reflexive, and experimental aspects of symbolic consumption. It shows how arts and cultural products represent valuable contexts for international marketing research, providing original insights into market dynamics and cultural experimentation.

Details

International Marketing Review, vol. 32 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Book part
Publication date: 20 June 2008

Susan P. Douglas and C. Samuel Craig

Rapid and dramatic changes in the global landscape have profound implications for marketing strategy. This chapter explores four key areas that impact global marketing…

Abstract

Rapid and dramatic changes in the global landscape have profound implications for marketing strategy. This chapter explores four key areas that impact global marketing strategy. The most fundamental change is a shift in emphasis from developed markets to those in emerging market economies. A related change is the increasing cultural diversity and heterogeneity in markets throughout the world. Third, marketers must develop mechanisms to transfer skills and learning from one market to others. Finally, the notion of configural advantage – that is, leveraging the geographic configuration of dispersed assets, capabilities and resources to compete more effectively in world markets – is proposed as a way to develop successful marketing strategies for the 21st century.

Details

International Business Scholarship: AIB Fellows on the First 50 Years and Beyond
Type: Book
ISBN: 978-0-7623-1470-6

Article
Publication date: 1 February 2001

C. Samuel Craig and Susan P. Douglas

As businesses expand further and further in international markets, the role of timely and accurate marketing research to guide decision making becomes increasingly…

15714

Abstract

As businesses expand further and further in international markets, the role of timely and accurate marketing research to guide decision making becomes increasingly critical. Research to support international marketing decisions has evolved over the past four decades and must change even more to support firms in the twenty‐first century. There are four key areas where progress must be made. First, international marketing research efforts need to be more closely aligned with market growth opportunities outside the industrialized nations. Second, researchers must develop the capability to conduct and coordinate research that spans diverse research environments. Third, international marketing researchers need to develop new creative approaches to probe the cultural underpinnings of behavior. Finally, technological advances need to be incorporated into the research process in order to facilitate and expedite research conducted across the globe.

Details

International Marketing Review, vol. 18 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Content available

Abstract

Details

International Marketing Review, vol. 30 no. 3
Type: Research Article
ISSN: 0265-1335

Article
Publication date: 13 April 2015

Esi A. Elliot, Yazhen Xiao and Elizabeth Wilson

– The purpose of this paper is to develop a more thorough understanding of cognitive social capital (shared representations) building in a multicultural marketing context.

1494

Abstract

Purpose

The purpose of this paper is to develop a more thorough understanding of cognitive social capital (shared representations) building in a multicultural marketing context.

Design/methodology/approach

An ethnographic study with in-depth interviews and observations are used to explore how Chinese entrepreneurs utilize cultural metaphors to build their cognitive social capital in the USA. Both Chinese entrepreneurs and their American stakeholders (consumers and business associates) are interviewed.

Findings

The three themes from the findings are cultural conceptual blending, frame shifting with stereotype dilution and metaphor conversion. These form the sub-processes of an overall process the authors name “cross-cultural shifting.” The use of visual and verbal cultural metaphors by the Chinese entrepreneurs leads to conceptual blending, a process of blending of elements and relations from various scenarios in the mind. A frame shifting and stereotype dilution follows, culminating in the conversion of the cultural metaphors into the deep (universally recognized) metaphors of resource and connection.

Research limitations/implications

Given that metaphors are one manifestations of culture and also effective for communicating universally, they play a role in cognitive social capital building in a multicultural context. This exposition calls for further research the utilization of cultural metaphors in international marketing.

Practical implications

The variability in communication and comprehension of business stakeholders from different cultures influence their cognitive social capital building (cooperative behavior to exchange resources). This makes it imperative for multicultural marketers to understand the use of cultural metaphors to enhance cognitive social capital in a multicultural context.

Originality/value

This exposition on cross-cultural frame shifting will result in improved knowledge of the role of cultural metaphors in enhancing multicultural understanding, shared representations and cognitive social capital in international marketing.

Details

International Marketing Review, vol. 32 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

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