Multicultural markets and acculturation: implications for service firms
Purpose – The purpose is to construct an analytical framework that encapsulates implications for the marketing offering of service firms as a result of observed intra-national ethnic diversity in these firms' markets of operation. Design/methodology/approach – This is a conceptual approach which promotes the idea that acculturation matters for service firms operating in multicultural markets and adopts relevant propositions related to service firms' strategy in such markets. Findings – Integrating fragmented insights from consumer behaviour and multicultural marketing, the study suggests that the various interactions and contacts between ethnic groups in a multicultural country can generate acculturation outcomes that lend themselves to novel avenues for empirical research. These avenues move beyond a research focus on the presence of ethnic groups as stand-alone entities of intra-ethnic uniformity. Practical implications – Firms with a broader market horizon in a multicultural market can employ accultura...