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The specific character of language policy is considered in multi-ethnic Russian regions in this paper. The relevance of this paper is because of the fact that language is one of the most important indicators of ethnic identity, and it fulfills a crucial role in the self-preservation of the ethnic community. The purpose of this paper is to determine the status and trends of language policy in multi-ethnic regions as a part of national education.

The authors analyze the historical aspect of language policy with the help of problem and comparative analysis and study the problem of bilingualism in the modern Russian society.

The threat of loss or the ban on land national (mother) language, as well as its infringement form an intolerant consciousness and attitudes in the mass consciousness and behavior of people. It is one of the factors of the deterioration of interethnic interaction and increase of ethnocentric attitudes to counter assimilation and acculturation. Language has communicative, integration, political functions in modern society. It is very important for the preservation of ethnic education. The analysis shows the inconsistency in the language policy whose roots lie in the historical past.

It is substantiated that the existence of a variety of peoples, ethnic groups with their own independent languages challenge state government bodies to solve a number of problems associated with ensuring the optimal functioning of Russian and national (mother) languages. It is concerned with the quality of education in the education system and the advisability of using languages in official events and the volume of television and radio programs in national languages, and so on.

The purpose of this paper is to examine teaching approaches adopted by teachers in ex-Model C English medium secondary schools (former mono-ethnic White Schools) currently in Port Elizabeth, South Africa, after schools became desegregated in 1994 and changed from being mono-ethnic to multi-ethnic.

This study was conducted through a qualitative research approach against the backdrop of a phenomenological design according to the interpretivist paradigm. Data were elicited through in-depth semi-structured interviews with 16 teachers from four ex-Model C English medium secondary schools (former White schools) who had experiences of teaching both pre-1994, when schools were mono-ethnic, and post-1994 when the schools were multi-ethnic. The interviews were transcribed, and the data were analysed and categorised into themes and sub-themes.

The findings indicated that although the teachers were positive towards teaching in multi-ethnic contexts, the majority of them tended to adopt approaches that militated against multicultural education in their classes; such as assimilationist, colour blind and business-as-usual approaches, while a minority incorporated various aspects of multicultural education in their teaching to a limited degree.

The study is original in the sense that it focused on the application of Castagno’s framework of typologies to teachers’ approaches to teaching in multi-ethnic classes. Research of this nature, which explored teachers’ approaches to diversity within their multi-ethnic contexts according to Castagno’s framework, has not been previously undertaken in South Africa.

The ethnic minority population in Britain is sizeable and represents a viable and untapped market segment. In today’s fragmented and increasingly turbulent markets, ethnic marketing offers a new strategic focus for product/market development and, in many respects, companies which ignore this do so at their own competitive peril. Companies wishing to do business with ethnic minority groups will fundamentally have to review the basic premisses of their marketing plans to take account of the growing market pluralism and the multi‐ethnic reality of modern Britain. Accordingly, this paper provides a literature over‐view of the crucial issues which are likely to become the important determinants of success in developing ethnic marketing programmes. It is hoped that this paper will stimulate thought towards detailed examination of good practices, critical success factors and associated principles which might help to improve marketing practices aimed at the ethnic minority population.

This study aims to further an understanding of hospitality employees’ perceptions of their customers in the context of service encounter by utilizing the concepts of contact hypothesis and cultural distance in a multi-ethnic environment. The study compares perceptions of Chinese immigrants working in restaurants of their British patrons (from a remote culture) and Chinese patrons (from a proximate culture). The service encounter takes place in the London Chinatown. The dynamics of Chinatown as a “third space” adds complexity to service encounter and employee perceptions.

A self-administered questionnaire was distributed to 118 Chinese restaurant employees in the Soho area of the London Chinatown. Perception questions were based on interviews undertaken in an earlier phase of the research. A paired t-test was run to identify significant differences in the Chinese restaurant employees’ perceptions of the Chinese and British patrons. Discriminant analysis was performed to determine which perception variables discriminated the most between the two patron groups.

Despite cultural proximity, the perceptions held by Chinese restaurant employees of their nationals were negative compared to the perceptions of British patrons. Out of 16, in 15 areas of measurement, there were significant differences in the Chinese restaurant employees’ perceptions’ of their Chinese and British guests. Six variables that discriminated the most between the two groups of guests were no tips, not polite, loud, no compliment, messy and demanding.

Research in ethnic and minority quarters, such as Chinatown in London, may suffer from “recall bias”, or in this case from making the difference between customer groups. Also, the Chinese are not a homogeneous group. For example, despite cultural similarity with mainstream culture, cultural and behavioral characteristics may exist between residents from the South, North and Hong Kong.

The cultural diversity of the industry’s employees necessitates managing cultural diversity effectively, especially in the sectors that rely heavily on guest–employee interaction. Perceptions affect attitudes and behavior. Training programs about perception and its roots may bridge the service gap in high-contact service encounters.

This study provides a ground for future empirical research into understanding the immigrant employees’ perceptions of their guests, nationals versus non-nationals and the ways for improving these perceptions. Taking the example of Chinatown as a dynamic “third space” is another approach to understanding the effects of “ethnoscape” on encounters in a more globalized village.

The purpose of this paper is to shed more light on the influence of a tourism‐oriented environment on the promotional channel strategies of fast‐moving consumer goods (FMCG) firms.

The study utilises an exploratory, qualitative research design among 14 case studies of FMCG firms operating in the tourism‐oriented environment of Greece.

Findings show that most firms utilise adapted promotional channels due to the influence of structural characteristics of the tourism industry and tourists' modes of behavior.

The outcomes of this qualitative study are limited to the context that is investigated and thus, future researchers are encouraged to investigate similar contexts with the goal of generalising findings.

Findings suggest that firms ought to appreciate the contextual idiosyncrasies of Euro‐Mediterranean countries (as a result of international tourism) and thus, tailor their programs to these idiosyncrasies, which are distinct from other non‐tourism‐oriented environments.

To the best of the authors' knowledge, this is the first paper that investigates the effect of tourism‐induced idiosyncrasies of Euro‐Mediterranean countries on FMCG firms' promotional strategies. In light of the increasing importance of global consumer mobility, such studies are expected to increase.

This paper investigates how members of ethnic minorities perceive ethnic-themed retail spectacles staged by mainstream marketers.

The data was collected in the North of France, through ethnographic methods combining in-depth interviews with French-Moroccan consumers, field observation of their shopping behavior in supermarkets, and online discussions on the subject.

The consumers’ responses reflect perceptions of dystopia, articulated in two interrelated types of discourses: inclusion versus exclusion on the one hand, and consumerism and the commodification of religion on the other. Spectacles aimed at being a cosmopolitan utopia into a spectacle become thus perceived as dystopic, alienating consumers who belong to ethnic minorities, some of whom will as a result oppose or boycott the supermarkets.

Given its phenomenological focus on consumers’ perception, this study provides an emic perspective on the phenomenon of ethnic retail spectacles. Further research should therefore study these contexts from multiple angles, in order to consider the role of other market actors such as retailers or the larger socio-political context.

This paper contributes to existing research by providing an understanding of ethnic minorities’ perceptions of product cross-over, understudied until now when it comes to mainstream marketplaces. Moreover, it highlights the importance of studying retail environments such as supermarkets, where ethnic spectacles enter consumers’ everyday life.

The purpose of this paper is to explore the “black box” of top management team (TMT) processes such as communication and power distribution, examining the example of ethnically diverse TMTs in Latvia.

The study relies on case studies of two multinational companies operating in Latvia.

The findings suggest that ethnic diversity in TMTs leads to more informal and open communication in the teams, but has no clear influence on power distribution in the teams. The results highlight the importance of studying variables that could moderate the effects of ethnic diversity on communication and power distribution; throughout the study, these variables were identified as, but not limited to, environment and shared goals.

This paper uses case studies to explore the black box of team processes, and proposes an alternative operationalization of cultural diversity, measured as ethnic diversity. It also advocates an alternative conceptualization of TMTs expressed in terms of decision‐making power. The paper's major contribution is its opening up and exploration of team processes, usually avoided by researchers because of their assumed complexity. Moreover, the study contributes to TMT studies by presenting the Latvian environment as a unique research locus where ethnic identities are rich and various.

This chapter reflects on how ethics was managed in Basque educational ethnographic research. Specifically, it addresses researcher positionality when relating to research collaborators in an attempt to manage inclusive ethics in situ. Nowadays, most research is evaluated by an ethical review board that ensures adequate research practice. However, unexpected fieldwork events need to be managed in the field, and this chapter addresses the impact of these events on the relationship between researchers and collaborators. Influenced by a post-qualitative stance we posit that research collaborators should be included in the research process. It reflects on the data collected during an ongoing ethnographic study with higher education students. The method used includes several interview meetings between researchers and collaborators, multimodal representations of collaborators' learning, and participants' self-observations. In the interviews, participants' discourses, representations, and self-observations were collaboratively analysed. The ethnographic data from these meetings show how researchers use a collaborative approach to practise ethics. Through such meetings, the knowledge derived from the ethnographic data is co-constructed in a research relationship where participants engage in dialogue and negotiation about the discourse created around them. Based on this relationship, we propose the concept of inclusive ethics as a process requiring an honest, inclusive, and collaborative relationship with the research subject.

The purpose of this paper is to present the experiences of three western librarians in adapting their management styles for working and living in a new culture.

Three university library directors who have been working as expatriates in Hong Kong for 2 to 18 years were asked to comment on their own personal experiences in moving to a new culture, a new language environment, and new management challenges.

Moving to a new culture can be difficult for the expatriate and his family but work environments have many similarities. Developing an understanding of the local professional culture and working within is vital to success.

The paper presents some guidelines for librarians who may be seeking a career abroad.

There is very little literature on librarians, particularly those in management, who have chosen to continue their careers abroad. This paper provides first‐hand experiences and demonstrates that librarianship shares a certain commonality and that management skills can be adapted to new cultures.

This paper aims to review the leader of the twenty‐first century, the Awakened Leader. Based on information, collected from 11 leadership thinkers and practitioners, literature review, and the author's workplace observations, the article seeks to analyze some of the important experiences and skills that make awakened leaders so outstanding.

This study was conducted as a qualitative study of the phenomenological kind, enriched with literature review. Interviews were executed from a pre‐validated interview protocol. The approach to the topic is: definition of awakened leadership; review of the essence of awakened leadership; reasoning of the determination regarding this leader being born or made; and perspectives toward awakened leadership.

An interesting combination of qualities emerged for awakened leaders varying from morals and values, ethics, integrity, honesty and trust, to kindness, forgiveness, courage, love, and deep listening. As an interesting endnote the article explains why practicing awakened leadership is easy and difficult at the same time.

The studies reviewed, although in‐depth, applied to a small sample of leaders, which makes generalization riskier. Because leadership is such a broad and dynamic topic, literature review is never exhausted, and thus always relatively outdated.

Leaders may reconsider the skills required for themselves and their workforce to guarantee successful performance in an increasingly interconnected world. Leaders may engage in reflection and work toward stronger emphasis and development of skills in which they consider themselves weak. Leaders may reexamine their work environment and consider how to minimize the factors that complicate the practice of awakened leadership in their organization.

The phenomenon of awakened leadership as an all‐encompassing and multi‐applicable leadership trend is shown in the paper.