Dissertation/Thesis Abstract

A cultural confluence: Approaches to embedding cultural insights and inclusion throughout the marketing process
by Watson, Carol Anne, M.S., Pepperdine University, 2014, 124; 1566787
Abstract (Summary)

This study explored the culturally driven variables in the marketing process that contribute to a brand's success or minimize cultural missteps. The primary research question was: How are consumer brand organizations building capabilities and organizing to embed cultural inclusion and insights throughout the marketing communications process? Twenty senior-level marketing executives contributed to the mixed-methods study. Five critical variables were found to be consistent across industries: effective data collection, reporting, and integration are critical; leadership must be courageous and culturally skilled; strategic alignment around cultural inclusion throughout the enterprise and across internal and external stakeholders is necessary; culturally adaptive talent management is required; and an end-to-end focus and recalibration of the processes requires resource investments and a commitment to hardwire a refined approach. Recommendations for leveraging the variables included a greater focus on data integration, inclusive leadership development, process recalibration and development of cultural agility competencies, and knowledge sharing across industries.

Indexing (document details)
Advisor: Rhodes, Kent, Lacey, Miriam Y.
School: Pepperdine University
Department: Organizational Development
School Location: United States -- California
Source: MAI 53/06M(E), Masters Abstracts International
Subjects: Marketing, Cultural Resources Management
Keywords: Cultural inclusion, Diversity, Embedding, Integrated, Marketing process, Talent management
Publication Number: 1566787
ISBN: 978-1-321-25661-1
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