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Article
Publication date: 26 February 2024

Mark Buschgens, Bernardo Amado Figueiredo and Janneke Blijlevens

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable…

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Abstract

Purpose

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.

Design/methodology/approach

This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.

Findings

This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.

Research limitations/implications

Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.

Practical implications

The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.

Originality/value

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 5 September 2022

Iris Koleša and Andreja Jaklič

The chapter outlines the main forms of diasporas' contributions to the economic development and growth along with the determinants of their scale and scope. It then focuses on the…

Abstract

The chapter outlines the main forms of diasporas' contributions to the economic development and growth along with the determinants of their scale and scope. It then focuses on the diasporas' economic potential through participation in labour markets as an international staffing option at the level of individual organizations. Both the opportunities and threats of using diaspora members in international staffing are discussed. Finally, possible directions for future research are identified.

Book part
Publication date: 19 July 2021

Dana M. Moss

Mobilization by diaspora activists against illiberalism in their country of origin and by immigrants for equality in their country of settlement has received widespread attention…

Abstract

Mobilization by diaspora activists against illiberalism in their country of origin and by immigrants for equality in their country of settlement has received widespread attention in political science and sociology, respectively. However, because extant studies treat these mobilizations as distinct types, little is known about the relationship between diaspora and immigrant mobilization. This chapter addresses this theoretical gap using 167 interviews with Syrian and Yemeni activists in the United States and Britain. The findings demonstrate how Syrian and Yemeni diaspora mobilization in support of the 2011 Arab Spring revolutions facilitated their visibility and voice as immigrants. Syrians built an organizational field with the capacity to contest host-country discrimination and local extremism; Yemenis instituted protests and brokerage that shaped the context of reception for home-country elites and challenged intragroup inequality. At the same time, economic disparities between national groups shaped their capacities to diversify tactics and sustain efforts over time. My chief claim is that diaspora mobilization facilitates immigrant voice and visibility but is mitigated in important ways by group-wise resources. The chapter concludes by emphasizing the importance of voice and visibility among marginalized groups subjected to intersecting repressions.

Details

The Politics of Inequality
Type: Book
ISBN: 978-1-83909-363-0

Keywords

Book part
Publication date: 22 January 2024

Mehmet Yavuz Çetinkaya, Yurdanur Yumuk and Halyna Kushniruk

Diaspora tourism primarily refers to various population groups, including migrants, foreign workers, political refugees, ethnic and religious minorities and overseas communities…

Abstract

Diaspora tourism primarily refers to various population groups, including migrants, foreign workers, political refugees, ethnic and religious minorities and overseas communities living away from their ancestral homeland for various reasons. Throughout history, people have been forced to leave their original homeland due to various factors ranging from economic crises to natural and human-made tragedies, including war. The 24 February 2022 unjustified and unproved Russia's war of aggression against Ukraine, which started on the heels of the two-year COVID-19 pandemic, has resulted in massive and terrible consequences for many domains of political, economic and social life. The Russian invasion of Ukraine has generated the largest historical migration flows at a scale unforeseen in Europe since World War II. Since Russia invaded Ukraine, at least 12 million people have been displaced from their homes, according to the United Nations. The unprecedented influx of the Ukrainian people raises concerns about future developments, issues and challenges associated with Ukrainians' presence in other countries, particularly neighbouring ones. Therefore, this chapter analyses the possibility of diaspora tourism for Ukrainians shortly by utilising a critical approach when the situation stabilises in Ukraine. To begin with, this chapter first explains diaspora tourism with its definition and characteristics. Furthermore, it reviews the literature on the Russia–Ukraine war and its impact on Ukrainian tourism. In conclusion, it discusses the new Ukrainian diaspora wave soon.

Details

Future Tourism Trends Volume 1
Type: Book
ISBN: 978-1-83753-245-2

Keywords

Book part
Publication date: 5 August 2022

Aleksandr V. Gevorkyan

This chapter contributes to the study of social capital in international business from a perspective of diaspora networks. Previously secure within the domains of academic fields…

Abstract

This chapter contributes to the study of social capital in international business from a perspective of diaspora networks. Previously secure within the domains of academic fields of history and sociology, diaspora is now an essential concept across business disciplines influencing economic development policy. Diaspora networks are argued to be the first movers carrying a promise of robust entrepreneurial activity, potentially transferring unique skills and knowledge by way of formal and informal engagements with their ancestral lands. Stitching global value chains into the development structures of weaker economies, diaspora networks are hypothesized to be strengthening homeland's competitive advantage and macroeconomic resilience. With much enthusiasm for the strong potential of diaspora networks, this study calls for a realistic caution and against mechanistic interpretation of the phenomenon. Three key elements formulate a diaspora network operational sustainability requiring deeper reflection in the business literature: identity, trust, and engagement infrastructure. Such triangularity of diaspora networks is in parallel with the three dimensions of social capital: bonds, bridges, and linkages. Connecting with the literature and informed by a unique survey, this contribution also sketches an analytical framework for future research and meaningful policy approach.

Book part
Publication date: 5 September 2022

Liana Rysakova and Andrei Panibratov

The development of cities and regions is important for the economy. The most of the possible beneficial mechanisms of this growth can be achieved through the improved…

Abstract

The development of cities and regions is important for the economy. The most of the possible beneficial mechanisms of this growth can be achieved through the improved organizational performance. This chapter proposes the triadic analysis to the ethnic diversity with the implementation of talent and diversity management practices, in which diasporans serve as mediators. The research contributes to both theory and practice. First, since diasporans create spillover effect and provide transfer of knowledge and other capacities to destinations, their positive impact on cities and firms' performance is introduced. Second, we emphasize the specific practices, which are important to manage diversity issue and attract more skilled individuals, who can be further turned into diasporas. The research has implications for managers and policymakers emphasizing the benefits of diverse talent diasporans and possible strategies on how to leverage their skills and expertise.

Book part
Publication date: 5 September 2022

Maria Elo, Tanvi Kothari and Maria Ivanova-Gongne

This chapter aims to increase our understanding on how the language diversity of multiethnic Central Asian countries and their diasporas constitutes a talent and resource-base for…

Abstract

Goals and Objectives of the Research

– This chapter aims to increase our understanding on how the language diversity of multiethnic Central Asian countries and their diasporas constitutes a talent and resource-base for local and global businesses. We revisit the role of ‘language capabilities’ for boundary-spanning abilities and the particular challenges and opportunities posed by linguistically diverse contexts among diaspora members and their homeland.

Methodology

– This chapter provides an overview of prior research and uses qualitative interviews and ethnographic data.

Results/Findings

– The findings indicate that language diversity is an important multi-layered resource and a socio-economic link that allows culturally distant markets to interact and bridges the gaps across geographic boundaries. Individuals with multiple languages and migrant ties may develop alternative ways of communicating for business, such as translanguaging and cultural communication mode-shifting.

Novelty/Originality/Value

– The administrative ‘imperial’ languages are often perceived as the oppressor's instrument, however, the alternate perspective presents it as a resource for economic relations and international business development that exists in parallel to the indigenous language heritage. We introduce a concept, on diaspora ‘language portfolio’ that is a toolbox of communication assets that allows migrants to connect and operate interculturally and inter-regionally.

Theoretical or Practical Implications

– We deviate from the English language dominance of the international business literature and address how another geographic and linguistic context such as the Russophone business provides a contextual lens to understand how language capabilities of diaspora members is an asset to both, their home and host nations. We illustrate how both the Russian language and the regional and minority languages offer a great potential for entrepreneurial and trade relations. By introducing a Framework of Diaspora ‘Language Portfolio’ this study underlines that minorities and diasporas are key boundary spanners and connectors in new markets and enhance the development of trade in the region.

Book part
Publication date: 2 September 2010

Masud Chand

Diasporas can play a vital role in enhancing a country's international competitiveness. They can act as catalysts to enhance human capital development in their country of origin…

Abstract

Diasporas can play a vital role in enhancing a country's international competitiveness. They can act as catalysts to enhance human capital development in their country of origin (COO), use their transnational social networks in both the COO and country of residence (COR) as conduits for trade and investment, introduce COO culture and products in the COR, enhance the COO's soft power and use their social networks to favourably affect the COO effect. In this paper, we examine the vital roles that modern diasporas play, as well as the issues that have led to their increasing importance. These issues are illustrated by looking at the experiences of two of the largest modern diasporas, the Chinese and Indian diasporas. The paper concludes by examining some of the emerging issues for diasporas in the fast changing current global environment, and discusses some of their implications for the diasporas themselves, their COOs and their CORs.

Details

The Past, Present and Future of International Business & Management
Type: Book
ISBN: 978-0-85724-085-9

Book part
Publication date: 24 November 2017

Maria Elo

To understand how diaspora entrepreneurship evolves and becomes a small-scale emerging market multinational and how this process is enabled.

Abstract

Purpose

To understand how diaspora entrepreneurship evolves and becomes a small-scale emerging market multinational and how this process is enabled.

Methodology/approach

Case study and ethnographic methods were employed.

Findings

Diaspora entrepreneurs can act as change agents who create and penetrate markets under difficult conditions. They are less influenced by institutional voids in home and host countries when they have strong international diaspora networks that enable a connection to resources, overcoming such voids. Diaspora entrepreneurs may be resource-embedded socially in a way that creates superior competitive advantages and reduces liabilities of foreignness and of outsidership.

Research limitations/implications

Diaspora entrepreneurship incorporates invisible and idiographic potential, such as social capital and knowledge networks. These are not available for other non-incumbent companies (e.g., foreign entrants) and are difficult to research due to access barriers.

Practical implications

Perception and active management of network-based resources is important for opportunity and business development. Management in a transition economy context requires holistic views, deep understanding, and working linkages across markets.

Social implications

Transgenerational entrepreneurship and ethnic traditions are important for the community. Entrepreneurship provides continuity and identity, such as using ethnic language, as well as prosperity and solidarity that are important for supporting cultural identity.

Originality/value

This study connects diaspora entrepreneurship in Central Asia and emerging market multinationals that are small and medium-sized enterprises. Both are underexplored domains, but may share particular institutional settings. Growth and internationalization into a multinational enterprise with an emerging market origin, especially by women entrepreneurs, are rarely studied. This case illustrates the need to capture the processual dynamics, resources, and actor networks, including sociocultural and spatiotemporal factors for better contextualization.

Book part
Publication date: 14 March 2023

Abdul-Latif Alhassan and Brandon W. Kliewer

Leadership studies, as an academic discipline and field of practice, have predominantly been developed in relation to Western forms of knowledge, norms, and cultural practices…

Abstract

Leadership studies, as an academic discipline and field of practice, have predominantly been developed in relation to Western forms of knowledge, norms, and cultural practices. Knowledge and ways of practicing leadership in Sub-Saharan Africa contexts are often unseen or marginalized in formal leadership studies literature. This is also true for the way leadership is practiced throughout the networks of the African Diaspora. The influence of uniquely African ways of knowing, doing, and experiencing leadership is even more challenging in the context of the African Diaspora. Often contextualized within the legacy of the Transatlantic Slave Trades, and increasingly shaped by contemporary dynamics of globalization, the African Diaspora and leadership exist at the intersection of multiple cultures and contexts. Leadership theory and practice must account for these inter- and multicultural contexts to better understand and practice leadership in the African Diaspora. The objective of this chapter is to develop a collective, constructionist, and practice frame capable of teasing apart cultural and contextual influences of leadership in the African Diaspora. This is not a comprehensive account of approaches to African Leadership, but instead a preliminary effort to mark out collective, constructionist, and practice approaches to leadership in the African Diaspora as it exists in practice and might inform future research and leadership learning and development efforts.

Details

African Leadership: Powerful Paradigms for the 21st Century
Type: Book
ISBN: 978-1-80117-046-8

Keywords

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