ABSTRACT
The role of culture in marketing has become salient over the recent past as brands have global strategies and local implementations. 1 Marketers have generally had an easier time thinking about international localization of their brands than localization for diverse ethnic groups within a country. The case of the US Hispanic market is perhaps prototypical in that it is by now the most visible case of intra-national localization in the world. Many countries around the world are now realizing that the diversity of their own immigration is creating more diversity than ever conceived before. Countries like England, Switzerland, Australia, New Zealand, and many others are being forced to address multiculturalism as a central dynamic. Marketers in many of these countries are starting to question whether they need to use different approaches to reach consumers beyond demographics and their cultural heritage. The case of the US Hispanic market may serve as an example of the complexities of intra-national localization.
