Articles on multicultural marketing.
Search the CDW Archive, an online database for articles about multicultural marketing and here is an example of what you will find. (Search: "Multicultural and Marketing", sort by Article Title, restricted to Business & Managers).
When an organization posts a Web site to the Internet, they can assume a multi-cultural, multi-lingual, multi-generational audience may view the site. However, just because someone can view your site, does not mean that you are communicating with them effectively. Just because you have translated your text into another language (or assume the visitor uses translation software to do so) does not mean that you have culturally translated your site.
Major companies such as AT&T, McDonalds, Coca Cola, United Airlines and Schwab, most recently, are stepping up marketing efforts to reach Asian Americans. Currently, Asian Americans represent four percent of the U.S. population and are the fastest growing segment of the four major markets, increasing 25 percent between 1990 and 1995 (Hispanics 21 percent, African Americans 8.7 percent, Whites declined by 0.6 percent).
If the point of your diversity management efforts is to create a harassment-free, satisfactory, cooperative, productive, and profitable workplace for all, then you must include sexual orientation as a diversity factor. Doing so is less an envelope-pushing maneuver than it was a mere five years ago, but it still bears significant baggage. Where as in 1976, there was only one Fortune 500 company with inclusive non-discrimination language. By the end of 2000, there were more than 275.
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