The purpose of this study was to examine the possible existence of culturally-pluralistic segmentation based on perceptions of U.S. Millennials attending college in New York City. The present research posits that this key cohort, the culturally-pluralistic consumer, i.e., one who has many cultural associations but only one of those cultures presents as dominant, has the propensity for being grouped as an identifiable market segment. Utilizing a qualitative case study approach, twelve face-to-face interviews were conducted with Millennials from a New York City community college. The objective was to explore participants’ perceptions as to how their cultural associations influence their food purchase and consumption behaviors, particularly with regard to ethnic foods. Findings concluded that Millennials are aware of cultural pluralism and deem themselves culturally-adept, self-identifying with cultures other than their original family bloodlines. Participants’ tendencies were inclined toward choosing ethnic foods from a singular dominant culture from among their various cultural connections and associations. The results from this study support cultural pluralism as a segmentation method and can be used to add to current literature as well as for marketers to develop strategy.
The goal of this study is to expand upon recent qualitative research examining elements of culturally-pluralistic segmentation of Millennials in a large northeastern community college. The present study is a quantitative follow-up, incorporating data collected at the same New York City institution. The intention is to explore patterns and trends detected in the qualitative wave, with an eye toward solidifying findings using more sophisticated measures. A multivariate statistical method was employed, based on in-class surveys administered to 110 students. The object was to determine whether cultural pluralism's influence varied between Millennial segments, specifically its effect on ethnic food purchases and consumption habits, as well as any possible acculturation influences on those behaviors. Findings indicate that, on average, younger Millennials tend to exhibit more culturally-pluralistic purchase behavior than do older Millennials. Additionally, female Millennials typically display significantly less cultural pluralism than do their male counterparts. This research bolsters cultural pluralism as a segmentation method and can assist in development of marketing stratagem, while also furnishing a unique and inestimable contribution to current literature.
The following analysis of the Tyco International Ltd. (Tyco) case will discuss an historical summary of Tyco, including a backdrop on its former CEO, Dennis Kozlowski and Tyco’s culture at the time. The case will also define the role of ethical leadership’s contribution to the organizational success and the unethical and illegal conduct of Tyco’s leaders including the costs to its internal and external stakeholders, such as gross misappropriation of company funds on personal expenditures and duplicitous stock sales. Additionally, the case study will describe the importance of corporate social responsibility (CSR) to the organization, specifically, how Tyco failed to meet its CSR obligations. It also depicts the consequences to stakeholders with regard to cultural, environmental, and legal implications of CSR failures. Further, an examination is made of the outcome and punishment of events including the fairness of those punishments. Finally, the study will propose recommendations for ethical behavior with regard to corporate actions and organizational sustainability.
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