Purpose – The present study aims to understand how a culture associated with proximity to the Mediterranean Sea transcends political boundaries fostering common values and beliefs across three countries. Design/methodology/approach – Semi-structured interviews were conducted in Italy, Spain...

Purpose – The purpose of this paper is to bring international marketing and consumer research attention to multicultural marketplaces as a new focal research lens. It develops a conceptualisation of multicultural marketplaces, demonstrating why they constitute new conceptual territory, before...

This special issue is dedicated to the memory of Susan P. Douglas, whose pioneering work on multicultural dynamics in international marketing has inspired many other scholars including this issue's guest editors, to develop further research in this area