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An epistemological study of Hispanic marketing, 1979–2015: The need to bridge theory with practice
Journal of Cultural Marketing Strategy,
1
(1),
90-112
(2015)
Abstract
The primary objective of this study is to document the trends in US Hispanic marketing over the last 36 years. A review of journals in advertising, communications, general business and marketing in the USA from 1979 to 2015 found 42 papers were published on Hispanic marketing during this time frame. Content analysis showed that the majority of the research on Hispanic marketing centred on two areas: language and consumer behaviour. The authors express concern that the amount of research into Hispanic marketing is insufficient, given that the US Hispanic population will nearly triple by 2050 and will be an important growth segment for corporations. This paper suggests that business practitioners and scholars need to work more closely together to close the knowledge gap, combining their different competencies and areas of expertise to solve complex business problems in a country increasingly characterised by multiculturalism.
Keywords: Hispanic marketing; multicultural; bridging the gap; marketing theory and practice; knowledge creation
The full article is available to subscribers to the journal.
Author's Biography
Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading US non-profit, non-partisan multicultural marketing research think tank and data science accelerator dedicated to increasing the representation of women, and ethnic and racial minorities in the USA. Dr Beniflah is the founder and editor-in-chief of the Journal of Cultural Marketing Strategy and author of ‘The Big Shift: Redefining Marketing in a Multicultural America’. He has a doctorate in business administration from Golden Gate University.
Sharmila C. Chatterjee is senior lecturer and academic head of the Enterprise Management Track at MIT Sloan School of Management. Her work examines issues in the domains of distribution channels, sales force management and relationship marketing. She has also studied areas of brand trust, financial literacy and multicultural marketing. Dr Chatterjee’s work has been published in Behaviormetrika, Industrial Marketing Management, Journal of Marketing, Journal of Retailing, Marketing Letters, Marketing Management Journal and The Marketing Report. She received her bachelor’s degree from the Birla Institute of Technology and Science before earning her PhD in marketing from the Wharton School, University of Pennsylvania.
