This special issue reconceptualizes the meaning of cross-cultural research and challenges researchers to broaden their scope to include a variety of cultures, including virtual ethnicities. This introductory article provides commentary on the thirteen articles that follow in this special issue...

In the context of increasing cultural diversity, consumers are negotiating their identities and subsequent behaviours within multiple cultures and subcultures. Multicultural marketplaces include consumers from diverse ethnic groups, religious groups, nationalities, people living inparticular...

Intercultural competency plays a pivotal role in creating a more equitable and just marketplace in which situations of marketplace vulnerability are minimized and resilience is enhanced. Intercultural competency is the ability to understand, adapt, and accommodate another's culture. In this...

- PURPOSE : Brands, as actors participating in the marketplace's social discourse, have the ability to lower and, equally, raise social and cultural boundaries. As such, it is important to understand better effects of brand-related cultural cues on consumer vulnerability, especially given the...

Today's marketplaces are increasingly multicultural as more individuals negotiate complex cultural identities. Brands play a role in materializing individual identities—however, little is known about how culture-based brand appeals might affect consumers' identity dynamics, positively or...

Who hasnacirc;not;quot;t had a great idea and believed they could make millions if they moved on it? Greg Heard actually took his idea and developed a bib for adult childcare workersacirc;not; calling it the acirc;not;SSnibbie Bib.acirc;not;? His strategy was to follow the Diaper Genie model:...

Who hasnacirc;not;quot;t had a great idea and believed they could make millions if they moved on it? Greg Heard actually took his idea and developed a bib for adult childcare workersacirc;not; calling it the acirc;not;SSnibbie Bib.acirc;not;? His strategy was to follow the Diaper Genie model:...