Multiculturalism has taken a life of its own, swinging too far in one direction. The authors claim that the rapidly changing reality calls for a new majority-minority theory and argue that the moral justifications for cultural minority rights should also apply to majority groups. They present...

Perspectives on ethnicity, nationalism, and cultural identity / Janeen Arnold Costa, Gary J. Bamossy -- Ethnoconsumerism: a new paradigm to study cultural and cross-cultural consumer behavior / Alladi Venkatesh -- Marketing and the redefinition of ethnicity / Dominique Bouchet -- Consumer...