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Licensed Unlicensed Requires Authentication Published by De Gruyter Mouton June 15, 2010

Standardization or adaptation? Ethnic marketing strategies through the eyes of practitioners and consumers in Flanders

  • Joyce Koeman , Kirsten Jaubin and Andrea Stesmans
From the journal Communications


Considering the growing interest of marketers to communicate with ethnic minority groups in an increasingly more diverse society and the limited empirical work on ethnic minorities as consumers, this study aims to explore the way in which ethnic marketing practices are perceived by both practitioners and ethnic minority consumers in Flanders. By means of structured in-depth interviews the opportunities and limitations of ethnic marketing in a small, though multi-ethnic, society are evaluated. On the one hand, the study shows that young adults with ethnic origins feel particularly positive about their recognition and inclusion as a ‘new’ target group in the market. On the other, both practitioners and ethnic minority consumers articulate their reservations about the economic benefits, the social impact and desirability of adjustments in advertising messages in order to target ethnic minority consumers.

Published Online: 2010-06-15
Published in Print: 2010-June

© 2010 Walter de Gruyter GmbH & Co. KG, Berlin/New York

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