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Research papers

Ethnic marketing

This volume includes papers devoted to the following subjects: the role of ethnicity as it relates to a national identity; global/cultural awareness; new influences on a culture. Additionally, we have the treat of understanding trend sharing across...

Catalogue: Ethnic Marketing 2000
Author: Todd Cunningham
July 1, 2000

Research papers

Ford's multicultural strategy

Ford of Canada has approached the problem of a heterogeneous Canadian market with a great deal of sensitivity. Historically, Ford has not been as successful matching its penetration of the Quebec market to levels obtained in the rest of Canada. This...

Catalogue: Ethnic Marketing 2000
Authors: R. Scott Evans, Pat Richards
July 1, 2000

Research papers

African-American and Latino youth consumer study

African American and Latino urban youth represent a culture that is oppositional to the values, norms and institutions of mainstream culture. They spend time attempting to differentiate themselves from mainstream culture in exchange for...

Catalogue: Ethnic Marketing 2000
Author: Ivan Juzang
July 1, 2000

Research papers

Understanding Hispanic consumers in the United States

Drawing on U.S. census data and primary research recently conducted among Hispanic consumers in the United States by TNS Market Development, this paper uses a systematic transcultural marketing approach to highlight critical demographic,...

Catalogue: Ethnic Marketing 2000
Author: Henry Adams-Esquivel
Company: KANTAR TNS Malaysia
July 1, 2000

Research papers

Italy's image and potential

This paper illustrates the main findings of a multi-country study carried out by Market Dynamics International between May and September 1999 on behalf of RAI International, the content provider for the international market (via cable and satellite)...

Catalogue: Ethnic Marketing 2000
Authors: Clara Origlia, Loredana Cornero
Company: Market Dynamics International srl
July 1, 2000

Research papers

The media behaviour of ethnic minorities in The Netherlands

This paper describes the media behaviour of six ethnic groups in the Netherlands with regard to cultural acceptance levels. The groups are made up of Turkish, Moroccan, Surinamese, Chinese, Antillean and Moluccan people aged 18 years and older. The...

Catalogue: Ethnic Marketing 2000
Authors: Richel M. Bernsen, E. Lohmann
July 1, 2000

Research papers

Brand, style, territories

This paper addresses the importance of brands (particularly clothing brands) and their symbolic capital to youth in suburban Paris.

Catalogue: Ethnic Marketing 2000
Authors: Danielle Greenfield, Serge Laminana
Company: SORGEM IMR
July 1, 2000

Research papers

Developing points of view

This paper presents findings from an extensive research project conducted by MTV Networks during the summer of 1999 to broaden its understanding of young ethnic consumers. Quantitative and qualitative research with white, African American, and Latino...

Catalogue: Ethnic Marketing 2000
Authors: Marsha E. Williams, Jeffrey Kaufman
Company: Viacom International Media Networks
July 1, 2000

Research papers

Cultural adaptation and differences from a South African perspective

This paper describes and explains ethnic diversity within South Africa, and how this translates in terms of cultural adaptation, differences and change pre and post apartheid, and potentially in the future. The hypothesis presented is that ethnicity...

Catalogue: Ethnic Marketing 2000
Authors: Debi Fletcher, Tessa Pintusewitz
July 1, 2000