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International Diversity Management Approaches for Marketing to Create Innovation

International Diversity Management Approaches for Marketing to Create Innovation

Geetha Garib
Copyright: © 2014 |Pages: 16
ISBN13: 9781466647497|ISBN10: 1466647493|EISBN13: 9781466647503
DOI: 10.4018/978-1-4666-4749-7.ch006
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MLA

Garib, Geetha. "International Diversity Management Approaches for Marketing to Create Innovation." Transcultural Marketing for Incremental and Radical Innovation, edited by Bryan Christiansen, et al., IGI Global, 2014, pp. 106-121. https://doi.org/10.4018/978-1-4666-4749-7.ch006

APA

Garib, G. (2014). International Diversity Management Approaches for Marketing to Create Innovation. In B. Christiansen, S. Yıldız, & E. Yıldız (Eds.), Transcultural Marketing for Incremental and Radical Innovation (pp. 106-121). IGI Global. https://doi.org/10.4018/978-1-4666-4749-7.ch006

Chicago

Garib, Geetha. "International Diversity Management Approaches for Marketing to Create Innovation." In Transcultural Marketing for Incremental and Radical Innovation, edited by Bryan Christiansen, Salih Yıldız, and Emel Yıldız, 106-121. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-4749-7.ch006

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Abstract

This chapter provides an overview of several approaches to International Diversity Management (IDM) for marketing departments striving for innovation. Approaches to IDM are explained and distinguished in two groups: four process and three structure approaches. Process approaches are IDM approaches that explain how diversity is considered in a model or perspective. Structure approaches are IDM approaches on how to act in an organization to deal with diversity. The four discussed process approaches to IDM are the following: the relational framework (Syed & Özbilgin, 2009), the diversity typology (Harrison & Klein, 2007), the Categorization-Elaboration Model (CEM) (Van knippenberg, De dreu, & Homans, 2004), and the social categorization versus the information-decision-making perspective (Williams & O’Reilly, 1998). The following three structure approaches to IDM are discussed: a conceptual IDM framework, the perspective approach, and the multicultural approach. Then, two sections are dedicated to the suitability and relevance of the approaches to marketing. Finally, a retrospective view is given to the link between marketing, IDM, and innovation. The approaches, guidelines, and factors mentioned in this chapter provide insight into how IDM can be implemented to achieve innovation in the marketing field.

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