Purpose: Our Purpose of this presentation is to show why DEI is especially important to the field of marketing, how organizations can implement DEI within their marketing teams, and the benefits that come with having DEI in marketing teams. 

Kirby, S. L., & Richard, O. C. (2000). Impact of Marketing Work-Place Diversity on Employee Job Involvement and Organizational Commitment. Journal of Social Psychology, 140(3), 367–377. https://doi-org.ezproxy.library.wwu.edu/10.1080/00224540009600477

 The authors, researchers from Southwest Texas State University and Louisiana Tech University, use data to examine six diversity arguments most used by management organizations. Using that information, they surveyed U.S. workers about diversity issues in the workplace. The most frequent issue in the sample was the lack of opportunity for women and ethnic-racial minorities. In addition, the sample showed a lack of hiring applicants and inadequate training for minorities. Although many organizations manage diversity, they explain how there are still many issues to resolve. This study provides insights into the direction corporations must focus on.

 This research paper provides excellent information to support our research question. This addresses and includes data on the issues like employee involvement being a crucial factor in the workplace. We believe this information provides a good understanding of the importance of diversity programs in marketing fields. 

Romansky, L., Garrod, M., Brown, K., & Deo, K. (2021). How to Measure Inclusion in the Workplace. https://web-p-ebscohost-com.ezproxy.library.wwu.edu/ehost/pdfviewer/pdfviewer?vid=18&sid=b4a42720-8359-4741-a27e-cf1d79e777ea%40redis  

This article goes into detail on how companies can measure inclusion within their organizations by doing employee feedback surveys. The authors then go into detail about how organizations can design their surveys to get the best feedback from employees on inclusion within their organization. They did this by conducting a survey of nearly 10,000 employees around the world, and asking them to rate their level of agreement with different statements that relate to inclusion. An example of a statement on the survey is, “Employees at my organization who help the organization achieve its strategic objectives are rewarded and recognized fairly”, and employees would rate on a scale how much they agree with that statement. A survey of this nature allows organizations to get direct feedback from its employees regarding inclusion within their organization. This article is relevant to our case topic because it provides organizations a tool they can use to measure DEI, and get direct feedback from their employees regarding DEI within their organization, and then use the results to improve DEI in their organization.   

Torres, & Murray, J. (2001). Diversity, marketing practice and organizational evolution: Implications for the management of productive evolution. Journal of Change Management, 2(3), 229–243. https://doi.org/10.1080/738552755 

Marketing practices differ from marketing firm to firm, what makes other firms more successful than others? This article is written by John Murray, School of Business Studies, University of Dublin, Ireland and Ann Torres Marketing at National University of Ireland, Galway, Ireland. They look to explore what the benefits of diversity are in a competitive marketing environment. They look at historical data to explain trends and predict future trends in diversity and how that will impact the work environment going forward. This article is focused on the importance of diversity specifically in the field of marketing and the climate surrounding managing change on a corporate level. This Article also tackles diversity and long term Industry Viability, specifically how diversity will impact the longevity of companies in the future. The reason the article is so important is that it gives a historical timeline of diversity in the field of marketing with measurable data to use for our presentation. 

What diversity marketing means at Southwestern Bell. (1997). Hispanic, 10(6), 50. 

This article specifically discusses the cellular phone company Southwestern Bell (a subsidiary of AT&T) and their commitment to diversity. Their customer base has a large portion of minorities especially Hispanics and Asians, therefore the company has established a Diversity Marketing Organization to serve the needs of these consumers. The article directly talks about its advancements and efforts toward the Hispanic community since that demographic is on the rise. One thing the company strives for is to ensure that all the communication devices and business they conduct can be carried out in Spanish and English. Beyond this, the company has also “increased its investment in Spanish-language advertising.” The company continues to provide excellent service to all its consumers and is continually trying to make resources and cellular devices more accessible to minority demographic groups.

Laurence Romani, Jasmin Mahadevan, Henriett Primecz. (2018) Critical Cross-Cultural Management: Outline and Emerging Contributions. International Studies of Management & Organization 48:4, pages 403-418. 

This paper takes an ethnographic look at the recruitment of girls at BMW MINI between 2003 and 2006 as the premise to discover the impact of the principles of ‘local classes’ and ‘recontextualisation’ on range control and go-cultural control. There were many managers’ and employees that subconsciously held cultural classes referring to gender and paintings affected efforts to boom the number of lady line people in the plant, and the way these were in addition complex by way of the recontextualisation of German native categories in a British context. This paper broadened a better know-how of the manner local categories affect management and global business, and offer an addition to the literature on recontextualisation, by way of introducing the concept of ‘native categories’ to research exploring the consequences of recontextualisation on go-cultural information transfer, worldwide human resource control approach and marketing, and, finally, expand a few knowledge of the way range management initiatives can fail in practice.

Our topic is how DEI affects and is implemented in marketing; therefore, I found this article suited the topic very well. It specifically talks about a company that is continually trying to include minorities not only within their company but within their consumer base as well. Having the commitment to both sides of the spectrum is, what I think, the most important factor. In order to market products or services or campaigns etc., to different demographic groups a company must have those demographic groups within to represent their traits and values. This article, while being short and direct, provides a good foundation for how diversity should be included within a company and provided to specific demographic groups. 

Kipnis, E., Demangeot, C., Pullig, C., Cross, S. N. N., Cui, C. C., Galalae, C., Kearney, S., Licsandru, T. C., Ruiz, V. M., Swanepoel, S., Vorster, L., & Williams, J. D. (2021). Institutionalizing diversity-and-inclusion-engaged marketing for multicultural marketplace well-being. Journal of Public Policy & Marketing, 40(2), 143–164. https://doi.org/10.1177/0743915620975415 

 In this article, the authors conduct three different studies to answer three different questions all related to DIEM ( Diversity-and-Inclusion–Engaged Marketing). The three different questions they address are: “What barriers prevent more effective and consistent DIEM initiatives”?, “How can DIEM be more socially impactful”?, and “What policy developments are needed to enable stronger DIEM advancements”?. The authors go about answering these questions by conducting three different studies, the first one being by examining the different experiences of marketing professionals voicing their opinions on the importance of DIEM in the field of research. The second study the authors conducted was a look into 48 different universities in the United States, United Kingdom, and South Africa, and researched what DIEM looked like in their courses and curriculums. The third and final study the authors conducted was they took different kinds of stakeholders (executives, managers, consumers), and had them participate in D&I workshops to gain insight on what actual everyday stakeholders thought about DIEM. This article relates to our case topic because it gives us insights on diversity, inclusion, and engaged marketing for multicultural marketplace and well being, and we can use the three different studies they conducted to help us explain why diversity is important in the field of marketing. 

Richardson Jr., C. W. (2012). Diversity Performance as a Factor in Marketing Programs: A Comparative Analysis across Ethnic Group Target Audiences. Journal of Marketing Development & Competitiveness, 6(5), 62–70.

The author, a researcher from Clark Atlanta University, uses data to examine how a company’s diversity performance is featured in its marketing plan. He studies three groups, non-ethic, African American, and Latino-American readers, in the advertising of two magazine companies. The results show that companies will place their diverse ads in minority publications more than putting them in publications that target their general audience. To meet financial goals, companies will advertise to their targeted audience. If that includes ethnic groups, they will place images to target them. The study showed that not seeing pictures of ethnic individuals may draw away those readers. This research paper provides good information to support our research question. It addresses how companies target minority groups if it meets their branding and marketing plan. This study is an excellent example of why diversity is essential to marketing.

Arsel, Zeynep, et al. “Diversity, Equity, and Inclusion (Dei) in the Journal of Consumer Research: A Curation and Research Agenda.” OUP Academic, Oxford University Press, 17 Sept. 2021, https://academic.oup.com/jcr/article/48/5/920/6371980?login=true#329588020. 

This article goes over very well the importance of what DEI is and how it impacts all aspects of the marketing field. They highlight and go over representative research published in the Journal of Consumer Research that directly and indirectly explores DEI issues primarily. Many different perspectives and aspects are gone over in a way that can be easily explained through research that was done. Not only that but they cover many different topics related to DEI to cover a broader area while delving into the specifics of those individual ideas. Throughout the article, the authors ask questions regarding the topic at hand to really speak to the reader and to try to get them to understand the importance. I think this article fits the topic very well and can help us get a better understanding of what exactly our topic is and how we can better try to find solutions to our issue.  

MGMT 311: Marketing 6

Alexia Price 

Benjamin Kubicki 

Charlie Bigbee 

Karlie Kildall 

Shanvir Virk