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Studying the cultural dynamics of expatriate amateur theater in Brussels, the purpose of this paper is to investigate multicultural marketplace development in global cities.

The paper performs an interpretive analysis of the expatriate amateur scene from an ethnographic perspective, combining observations of rehearsals and performances, in-depth interviews with actors, directors and audience, and secondary data.

The fluidity of global cities allows their inhabitants to engage in creative processes of cultural experimentation, performing a continuous back-and-forth movement between hybridization and pluralization. The former creates enough homogeneity for the expatriates to feel targeted; the latter ensures a level of cultural diversity necessary to satisfy their cosmopolitan aspirations.

The paper points to the important role of global cities for cultural experimentation. Such cities are not only an interesting market for culturally diverse products, but also experimental hubs. Managers willing to address multicultural marketplaces might target these markets with dynamic cultural offers that ensure a balance between rendering a product globally appreciated and recognizable, and maintaining a cosmopolitan appeal for consumers in search of diversity.

Drawing on global cities as markets in continuous reconstruction and subject to cultural experimentation, the paper turns the attention of the research community to the collective, reflexive, and experimental aspects of symbolic consumption. It shows how arts and cultural products represent valuable contexts for international marketing research, providing original insights into market dynamics and cultural experimentation.

Purpose – The purpose of this article is to investigate consumption discourses in contexts characterized by multiple cultures and intercultural contacts, as multicultural contacts and multiple migrations challenge existing consumer acculturation models based on a dualistic process of acculturation. This chapter explores empirically the character of cultural reflexivity and its expression in consumers’ discourses. Given that nostalgia is one prominent dimension of the migration conceptualization, we seek to understand how the role of nostalgia changes in contexts where consumers are decreasingly territorially embedded agents.

Methodology – The study rests on in-depth analysis of migrant narratives from two research phases. While the first phase encompasses in-depth interviews, the second one combines interviews and observations to provide a depiction of intercultural contact within the micro cosmos of a multicultural apartment.

Findings – The findings of this chapter illustrate how migrants develop different nostalgic discourses, to either (re-)appropriate the Expatriate as defined by James (1999), or to appropriate global consumptionscapes through nostalgia for the routine.

Research implications – On the basis of these findings, the article discusses cultural reflexivity in terms of naturalization and cultivation narratives (Wilk, 1999), proposing shifts between reflexive and routinized consumption practices as basis for consumers’ cultural reflexivity.

Originality/value of chapter – The contribution of this chapter is firstly a contextualized and empirically grounded definition of cultural reflexivity. Secondly, it demonstrates that migrants’ consumption discourses revolve more around disruptions of routines than around acculturation processes. Thirdly, the chapter illustrates the use of nostalgia for emotional valorization of cultures beyond classical home cultural authenticity discourses.

This paper investigates how members of ethnic minorities perceive ethnic-themed retail spectacles staged by mainstream marketers.

The data was collected in the North of France, through ethnographic methods combining in-depth interviews with French-Moroccan consumers, field observation of their shopping behavior in supermarkets, and online discussions on the subject.

The consumers’ responses reflect perceptions of dystopia, articulated in two interrelated types of discourses: inclusion versus exclusion on the one hand, and consumerism and the commodification of religion on the other. Spectacles aimed at being a cosmopolitan utopia into a spectacle become thus perceived as dystopic, alienating consumers who belong to ethnic minorities, some of whom will as a result oppose or boycott the supermarkets.

Given its phenomenological focus on consumers’ perception, this study provides an emic perspective on the phenomenon of ethnic retail spectacles. Further research should therefore study these contexts from multiple angles, in order to consider the role of other market actors such as retailers or the larger socio-political context.

This paper contributes to existing research by providing an understanding of ethnic minorities’ perceptions of product cross-over, understudied until now when it comes to mainstream marketplaces. Moreover, it highlights the importance of studying retail environments such as supermarkets, where ethnic spectacles enter consumers’ everyday life.

Purpose: This chapter explores the practices underpinning the production of field-specific cultural capital at festivals, understood here as retail spaces that gather a plethora of distinct market actors.

Methodology/Approach: This research presents evidence from an ethnographic study employing an interpretative paradigm and multiple data collection processes. The empirical research has been undertaken in the context of food festivals associated with the foodie taste regime.

Findings: Three categories of practices that play a role in the production of field-specific cultural capital, namely representational, exchange, and experiential practices, are presented.

Practical Implications: Our chapter provides recommendations for food festival organizers and participants who need to improve their practices when facing challenges such as increasing international competition and costs or declining sponsorship.

Research Limitations/Implications: This chapter contributes to the growing body of field-level market analysis by showing how practices enabled by complex retail spaces contribute to the production of field-specific cultural capital. However, this chapter is limited by its focus on food festivals.

Originality/Value of the Paper: This chapter theorizes how practices enable the acceleration and diversification of field-specific capital exchange, as well as its integration with other forms of capital.

The issues of women empowerment and gender equality have gained the increased attention of scholars and policymakers in Western societies. Gender diversity and the professional participation of women are increasingly acknowledged as transversal drivers for economic development. However, in less developed countries, research and evidence are still accumulating. Thus, this study aims to explore actors and factors empowering female talent to work and achieve managerial positions and run their businesses in two countries with patriarchal social and cultural norms, Saudi Arabia and Kazakhstan. Based on the qualitative interview data collected from 15 female managers and entrepreneurs working in the healthcare sector, we explore the conditions under which women can start their businesses and get promoted to managerial positions in the organizations. Our findings indicate that individual agencies and structural factors in female talent capacity building and empowering women to achieve higher hierarchical positions in organizations form together important dynamics that foster more inclusive practices and internalized schemes. Furthermore, the findings also demonstrate the importance of female talent empowerment in achieving gender diversity in managerial positions in healthcare organizations. Hence, by stating that increased female talent participation in the upper-echelons of the organization and entrepreneurship contributes to the decent employment of women in countries with male-dominated social and cultural norms and promotes the more inclusive and sustainable economic growth of these countries, our research contributes to United Nations (UN) Sustainable Development Goals (SDG) #5.5, #8.5 and #10.2.