Implementing diversity strategies The challenges facing minority focused advertising agencies

Implementing diversity strategies The challenges facing minority focused advertising agencies Purpose – The purpose of this paper is to identify and explain barriers to differentiation for minority focused advertising agencies and propose modification to the existing framework of agency selection process. Design/methodology/approach – Multiple semi‐structured, in‐depth interviews were conducted with key industry personnel. The data from these were augmented with proprietary research conducted by the relevant organizations and extensive review of the literature. Findings – Few advertising agencies differentiate themselves by specializing in campaigns targeting minority populations. Several barriers to differentiation exist which can be explained using Institutional Theory and Economic Detour Theory. Rational Goal model and the Learning and Effectiveness Paradigm of diversity are used to suggest modification to current approaches. Research limitations/implications – Future studies should test the validity of the proposed framework. Practical implications – The proposed framework for agency selection will lead to differentiation opportunities for advertising agencies and potential business for clients. Originality/value – The paper identifies the theoretical drivers of the barriers that exist for minority focused advertising agencies. The modified framework proposed uses theoretical rationale to addresses these barriers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Equality, Diversity and Inclusion: An International Journal Emerald Publishing

Implementing diversity strategies The challenges facing minority focused advertising agencies

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
2040-7149
DOI
10.1108/02610151111135778
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to identify and explain barriers to differentiation for minority focused advertising agencies and propose modification to the existing framework of agency selection process. Design/methodology/approach – Multiple semi‐structured, in‐depth interviews were conducted with key industry personnel. The data from these were augmented with proprietary research conducted by the relevant organizations and extensive review of the literature. Findings – Few advertising agencies differentiate themselves by specializing in campaigns targeting minority populations. Several barriers to differentiation exist which can be explained using Institutional Theory and Economic Detour Theory. Rational Goal model and the Learning and Effectiveness Paradigm of diversity are used to suggest modification to current approaches. Research limitations/implications – Future studies should test the validity of the proposed framework. Practical implications – The proposed framework for agency selection will lead to differentiation opportunities for advertising agencies and potential business for clients. Originality/value – The paper identifies the theoretical drivers of the barriers that exist for minority focused advertising agencies. The modified framework proposed uses theoretical rationale to addresses these barriers.

Journal

Equality, Diversity and Inclusion: An International JournalEmerald Publishing

Published: May 3, 2011

Keywords: Canada; Advertising agencies; Target markets; Ethnic minorities

References

  • Ethnic advertising: adolescents' attitudes towards target and non‐target advertisements
    Butt, M.M.; de Run, E.C.
  • Promoting the utilization of performance measures in public organizations: an empirical study of factors affecting adoption and implementation
    De Lancer Julnes, P.; Holzer, M.
  • Missed opportunities? Reaching the ethnic consumer market
    Emslie, L.; Bent, R.; Seaman, C.
  • Global Marketing Management
    Lee, K.; Carter, S.
  • The study of organizational effectiveness
    Price, J.L.

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