Authors: Constant Cheng; Ian Wilkinson
Australia’s multi-cultural society presents challenges and opportunities for marketers. This paper presents a framework for analysing multicultural marketing in terms of the interrelations among three types of factors i.e. the multicultural marketplace in Australia, international markets and the multi-cultural resources that exist in Australia. We argue that Australia’s cultural diversity, as well as that of other multicultural societies, is a valuable resource for recognizing and responding to the opportunities presented in international markets. A number of case studies are used to illustrate the ways in which opportunities in the domestic and international marketplace can arise and be responded to as a result of the multicultural dimensions of a society. The cases are drawn from winning entries in the annual Australian Multicultural Marketing Awards. While developed in terms of Australian society the ideas are relevant to all culturally heterogeneous societies.
Journal: Journal of International Marketing (7 (3) – 106-125)
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Publish Year: 1999
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