ABSTRACT
In this chapter, the author presents one of the latest trends in multicultural marketing: companies are starting to treat it as a Business Unit.
This is based on the recognition that multicultural consumers can represent a significant business and business growth opportunity, and by upgrading the management of multicultural marketing efforts to a Business Unit, there’s a higher probability of leadership support, focus, and investments.
The chapter ends with a few learnings from this trend based on the author’s observations and a case study from Procter & Gamble.
