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UAL Research Online

Acculturation and the influence of ethnicity on market orientation of African and Caribbean companies in Britain

Kirby, Audrey and Blankson, Charles and Omar, Ogenyi (2003) Acculturation and the influence of ethnicity on market orientation of African and Caribbean companies in Britain. The Service Industries Journal, 23 (4). pp. 81-97. ISSN 1743-9507

Type of Research: Article
Creators: Kirby, Audrey and Blankson, Charles and Omar, Ogenyi
Description:

Since acculturation is the process of acquiring the customs of an alternative society we assume that adapting to consumers from various cultures will be a fundamental task for African and Caribbean (AC) companies in Britain. This study investigates market orientation of AC service companies and their processes of cultural learning and adaptation using ethnicity as a basis for an exploratory study of the British market. The findings indicate that AC companies serve as bicultural mediators, both accommodating their consumers and working to alter their consumption patterns to bring them into line with their own ethnic and British national market customs. The adaptation of AC service companies to the cultural characteristics and needs of their customers results in changes to their companies, consumers and the British marketplace.

Official Website: http://dx.doi.org/10.1080/02642060412331301022
Keywords/subjects not otherwise listed: RAE2008 UoA63
Publisher/Broadcaster/Company: Routledge
Your affiliations with UAL: Colleges > London College of Communication
Date: 1 September 2003
Digital Object Identifier: doi: 10.1080/02642060412331301022
Date Deposited: 04 Dec 2009 12:26
Last Modified: 08 Oct 2015 06:11
Item ID: 1306
URI: https://ualresearchonline.arts.ac.uk/id/eprint/1306

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