Culture & identity in business: negotiating a marketing perspective

Our Breakfast Briefing on 7 July 2015, saw Dr Andrew Lindridge talk about Culture and identity in business: negotiating a marketing perspective. The emergence of China as a key market for many prestigious European brands reflects wider global socio-economic, cultural and political changes.

Accompanying these changes are western societies changing demographics, in particular ethnic minorities. To what extent do ethnic minorities’ consumer tastes reflect those of their host nation, or instead do they represent a global group who share a common culture that transcends national boundaries?

The issue of culture and identity from an international and domestic perspective represents one of the most important challenges facing organisations. How, if at all, should organisations respond to this challenge? In this presentation, we explored the relationship between culture and identity, and how marketing can address these issues.

The second part of the presentation focussing on 'Marketing to British ethnic minorities’

View the presentation slides from Dr Andrew Lindridge on Culture and identity in business: negotiating a marketing perspective.

The Breakfast Briefings are a series of face-to-face events, as part of The Open University Business Network. These events aim to foster collaboration and create an opportunity to explore together the latest and best of business thinking. We understand business and want to help your business flourish by sharing our insights into leadership and management at this series of collaborative events.

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