Multicultural marketplaces
本文提出多元文化市场作为国际营销和消费者研究的新焦点，将其概念化为多文化汇聚的场所，并指定了五个关键研究领域，为学者提供研究框架和方向。
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.