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The Hispanic marketing paradigm and the needed shift: A Kuhnian perspective
Journal of Cultural Marketing Strategy,
6
(2),
153-159
(2022)
Abstract
Over the last 40 years, significant shifts in the US demography, media and technology have transformed the face of marketing. At the same time, however, marketing to US Hispanics has undergone little change. This paper uses the philosophy of science to analyse the past, present and future of marketing to Hispanics at a time when the country is on a path to becoming a multicultural majority. The paper argues that a paradigm shift in marketing to US Hispanics is inevitable, and a conversion rooted in epistemology can only benefit brands, advertising agencies and media companies. The paper provides an overview on: (1) Thomas Kuhn’s original work, detailing the structure of paradigm formation and change; (2) the creation of the Hispanic marketing paradigm; and (3) the proposed shift in marketing to drive corporate growth with US Hispanics in the 21st century.
Keywords: epistemology; history of science; Kuhn; paradigms; paradigm shifts; Hispanic marketing; Hispanic marketing paradigm
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.
Pamela Razo is a research analyst at the Center for Multicultural Science, where she conducts primary and secondary research on key marketing issues relating to US Hispanics. Her research interests cover culture and social media. She earned a bachelor’s of arts at California State University Fullerton.
