Introduction to ethnic marketing

Growing population numbers, increasing purchasing power and a heightened sense of ethnic pride among ethnic minority consumers across the globe represent significant marketing opportunities ( Jamal 2003; Peñaloza 2007). Cultural and ethnic diversity in the marketplace affects and shapes social institutions. As examples, many educational institutions have developed diversity offices to accommodate a multicultural student body and staff, while up-and-coming chefs and families and pop restaurateurs steadily incorporate ethnic foods into local cuisine. Ethnic diversity affects businesses by presenting opportunities in developing new markets for a variety of products and services, as well as challenges related to working with diverse workers and consumers