Ethnic Marketing

13People, Ethics and Social Responsibility

The focus of discussion on the importance of people to ethnic marketing is foremost a human resources problem that may hinder the adoption of ethnic marketing strategies due to limited cross-cultural business skills tied to deficient understanding of ethnic markets. Mostly underpinned by cross-cultural perspectives, the argument is that businesses in general tend to deal with these problems by undertaking cultural awareness/diversity training as a means for managing cultural differences.

Alternatively, or in addition to cultural awareness/diversity training, there are instances where businesses elect to employ ethnic staff as a means of overcoming skills shortages. However, these hiring tactics may be ...