Purpose – This paper aims to examine the challenges and opportunities faced by the contemporary marketer looking to the future of the United Arab Emirates (UAE). Design/methodology/approach – Based on a review of the literature, futures studies and concepts originating from expert opinion,...

Purpose – The purpose of this paper is to bring international marketing and consumer research attention to multicultural marketplaces as a new focal research lens. It develops a conceptualisation of multicultural marketplaces, demonstrating why they constitute new conceptual territory, before...

Purpose – This paper aims to examine consumption behavior to understand how individuals become culturally plural consumers through exploratory research conducted in one of the world's most urban multi‐cultural environments, the UAE. As a starting point consumption was deemed as...

Purpose – This paper aims to understand the social dynamics surrounding the consumption of non-native, ethnic cuisines in the multicultural context of an Asian city. Design/methodology/approach – Data were collected via in-depth interviews with 21 culturally diverse residents of Dubai. Data...

Purpose This paper aims to demonstrate the potential of virtual communities in enabling community-based entrepreneurship and resilience. Resilience is an important attribute for a community to overcome adverse circumstances it may face. Design/methodology/approach Weaving together diverse...

Purpose – The purpose of this paper is to address the gap in the literature on experiential elements of online shopping environments. Design/methodology/approach – The paper uses a theory‐building approach to understand how consumers perceive their experience of the navigation of an online...

Purpose A customer’s visit to a retail website is a critical “moment of truth” during which contemporary retailers attempt to simultaneously, during a single web navigation, capture customers’ attention, build rapport, and prompt them to act. By showing how to capture customer commitment...