The bicultural value system: Undertaking research among ethnic audiences
Yasmin Kaur Sekhon
Bournemouth Univerity
Isabelle Szmigin
University of BirminghamIntroduction
Marketing to ethnic communities is fraught with problems of understanding the cultural contexts and value systems of others (Nwankwo & Lindridge 1998; Carrie & Wei-Na 2005). Within Britain, this is exacerbated by the prevalence of a multicultural society that spans generations. There is an inevitability...