Managing ethnic differences in the global organisation: an analysis of the changes in relationship marketing with the growth of ethnoconsumerism
journal contributionposted on 08.06.2017, 05:28 by Townsend, Peter, Wong, Amy
The study of relationship marketing in multicultural markets has previously viewed the ethnic population as a separate culture due to the origin of the research and texts. These market segments have grown significantly in relevance due to the increase of global organisations and these include both overseas countries and diverse local communities. These multicultural sectors contain ethnic groups whose spiritual beliefs are no longer a sub cultural factor as usually described in western text. The significant growth in the overall ethnic influence changes the assumptions included in management, relationship marketing, customer satisfaction and the standard required to progress from a pluralist to a genuinely multicultural global organisation. This paper reviews the factors for consideration in the growth of this market.