Browsing Department of Management and Entrepreneurship by Author "Catherine, Demangeot"
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Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing
Vorster, Lizette; Kipnis, Eva; Bebek, Gaye; Catherine, Demangeot (Article)This paper considers the role of marketing in building intercultural relations in superdiverse, post-colonial societies, using post-apartheid South Africa as a case study. Drawing on neo-institutional theory, we analyze ...