In the original research, using diversity data, McKinsey found that companies in the top quartile for gender diversity on their executive teams were 15 per cent more likely to experience above-average profitability than companies in the fourth quartile. In their expanded data set this number rose to 21 per cent and continued to be statistically significant. For ethnic and cultural diversity, the finding was a 35 per cent likelihood of outperformance, comparable to the finding of a 33 per cent likelihood of outperformance on EBIT margin; both were also statistically significant. The correlation between gender and ethnic diversity and financial performance generally holds true across geographies.
Findings based on analyses using data from a Survey of Hispanics in the Los Angeles metropolitan area conducted for The Los Angeles Times, suggest that behavior is a function of ethnicity, social surroundings, and product type. Results also indicate that ethnicity is a dynamic, complex construct that is comprised of both inherited and acquired characteristics.
While the available data are limited, this analysis raises the possibility that the situational ethnicity model proposed by Stayman and Deshpande can be improved with the addition of the variable, cultural identity. The dramatic rise in immigrants to the U.
Most recent work in this area has focused upon refining the concept of ethnicity. As Deshpande, Hoyer, Donthu assert, the lack of discipline that has been followed in defining ethnicity i.
The discrepancy in definitions is problematic also in that it implies differing assumptions about the nature of ethnicity. Contributing much to both the conceptualization of ethnicity and to the literature on consumer subcultures is the work of Stayman and Deshpandewho have specified a model of situational ethnicity.
According to Stayman and Deshpande, situational factors i. In other words, such behavior is a function of ethnicity, social surroundings, and type of product. Social surroundings and type of product are rather straight-forward variables.
However, ethnicity continues to be a troublesome concept. It is distinguished from the idea of ethnicity as a stable, sociological trait that is manifested in the same way at all times.
The theoretical rationale underlying this idea of dynamic ethnicity is the contention by sociologists Yancey et al. In specifying ethnicity as a dynamic concept, Stayman and Deshpande have found consistent support for the effect of situational factors on consumer behavior.
For example, in their most complex test of the model a four-factor, mixed effects designStayman and Deshpande found that Hispanic, Asian, and Anglo subjects switched the type of food consumed among Mexican food, Chinese food, and American food based on their social context.
Their use of situation-specific, felt ethnicity increased explained variance in likelihood of choice over that explained by either self-designated ethnicity alone or use of non-situation specific, felt ethnicity. The present study seeks to more rigorously test this finding through the use of structured-equation modeling with the LISREL program Joreskog and Sorbom, Thus, the first hypothesis to be tested in this study is as follows: Behavior is a function of felt ethnicity, social surroundings, and product type.
In terms of the relationship between these two variables, felt ethnicity is a function of self-designated ethnicity, and antecedent state. According to Stayman and Deshpande, antecedent state refers to how ethnic one feels in the face of bias towards the target group.
Stayman and Deshpande supported the earlier work of Deshpande, Hoyer, and Donthu in finding that self-designated ethnicity and antecedent state influence felt ethnicity.
However, a relationship not specified by Stayman and Deshpande was the notion that social surroundings may influence felt ethnicity as well. For example, research in language acquisition and sociolinguistics has uncovered the phenomenon of "code switching". This is a practice of bilinguals who switch languages according to the social context in which the language use takes place.
While early in the field of linguistics code-switching was thought to connote the idea that the individual was in a transitional state C going from one language system to another one.Build and buy a business or consumer mailing list in minutes.
Reach over million consumers and 14 million businesses. ethnic targeting, some consulting firms are recognizing and answering the need for research on ethnic markets. Industry now has access to much-needed data on ethnic. Market research on the skin care market. Standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends.
Majors and concentrations. At Colorado State, there are two primary methods you can explore your passions: majors and concentrations.
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A major is the degree you will earn at graduation, while a concentration focuses on a specific field of study related to a major. Case Analysis. Ethnic Consumer Consulting Consumer Behaviour Presented By: Harsh Vyas- Kavita Kharayat- Rajdeep Roy Chowdhury- On March 25, Canadian Grocer and Marketing Magazine joined together to present the Ethnic Consumer Insights Conference.
Speakers from Nielsen, Pearl Strategy and Innovation Design, TrendSpotter Consulting and case studies from Dairy Farmers of Ontario and Maple Leaf Consumer Foods showed how to reach the ethnic market.