Is Cross-Cultural an Industry Breakthrough or Threat to Ethnic Shops?

January 31, 2011  |  

(AdAge.com) — One of the latest buzz words to enter the marketing lexicon is “cross-cultural.” It paints an idealistic picture of a color-blind society, one in which consumers’ similarities outweigh their differences regardless of ethnic groups. Whereas multicultural means multiple executions — often from multiple shops — wouldn’t it be simpler to find one truth that reaches across culture?  It’s a valid question, but critics at multicultural agencies and ethnic shops are quick to point out that the question — and the concept — seems to be coming from general-market agencies moving into their territory.

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