Ethnic Food


Opportunities from Ethnic Diversity: Food Marketing in the Age of Fusion and Fragmentation, A book edited by Adam Lindgreen and Martin Hingley; Chapter proposal deadline 15 Apr 2007

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Date: Sun 04 Mar 2007 13:05:00 +0100
From: Lindgreen, A. <>

Chapter Proposals Due: April 15, 2007
Full Chapters Due: September 15, 2007

Opportunities from Ethnic Diversity:
Food Marketing in the Age of Fusion and Fragmentation

A book edited by:

Dr. Adam Lindgreen, Hull University Business School
Dr. Martin Hingley, Harper Adams University College

Publisher: Gower Publishing


The world has always seen migration of people in search of the fruits of peace, freedom, and trade. Some nations boast of a melting-pot of racial mix and ethnicity that defines their culture. More commonly, most countries have predominant faiths and a defining homogeneity that peoples from other cultures and diverse ethnicity are a part of, either blending in or standing apart; for reasons of either protection or ghettoisation.  In the modern age, movement of people is rapid and determined not just by the historic reasons for movement defined above, but also through the creation of regional trade and community blocs; such as with the enlargement of the European Community through which populations of new member states have become free to seek labour in other member nations of the European Community. This, combined with the flight of peoples from war and conflict and those simply seeking a better life, has created a climate of mobility on a global scale. Many host nations have encouraged new entrants through reasons of shortage of labour, or have admitted people for reasons of compassion to their circumstances. In many countries there are large groups of diverse ethnic, racial, and religious populations many of which continue to grow and expand relative to their respective ‘host’ countries.  Some communites are long-standing over many generations, but new migration has also brought waves of new entrants. Research identifies that some groups live isolated from the rest of the population, keeping their customs and traditions, while other groups assimilate, often abandoning their customs and traditions. Apart from this, when different ethnic, racial, and religious groups interact they may adopt customs and traditions normally associated with another group.

Overall objective of the book:

From a business perspective the changing landscape of racial, ethnic, and cultural mix provides new and exciting opportunities arising from diversity. Different groups demand different products and services; also, they have existing business networks and alternative ways of doing business. There are tremendous challenges and opportunities, which arise from marketing to, within, and crossing-over with groups of different ethnicity and culture. The overall objective of this book is to provide a comprehensive collection of cutting-edge research on opportunities from diversity, especially in terms of consequences for businesses and appropriate marketing strategy plans. The book will include a number of different issues that define, challenge, and open up new markets / products and services resulting from a diverse racial, ethnic, and cultural landscape. The setting will be the international food and agribusiness marketing, but not other industry settings.

The target audiences:

The book is targeted at a number of different people including the following ones: marketing academics who teach or research food and agricultural marketing; food scientists who teach or research the marketing side of agriculture and food production; doctoral students within marketing, as well as agriculture and food production; and, lastly, business practitioners who want to know more about changes in the racial, ethnic, and cultural landscape, especially in terms of consequences for businesses.


Representative topics include, but are not limited, to the following ones:

  • In what ways do the buying behaviours of  differing ethnic, racial, and religious communities differ from that of mainstream channel members?
  • In what ways do faith, culture, and tradition shape the market for products and services to diversive communites and sub-cultures?
  • Do communities fully integrate?  Are markets still determined by ethnicity, culture, and sub-culture, or are they blended into the mainstream?
  • Are ethnic minorities represented throughout the range of business sectors, or are they specific sector and location bound?   
  • How do networks of business evolve in serving established communities and new waves of migrants?
  • Are supply networks for ethnic, racial, and religious products and services closed? Or can businesses from outside these ethnic, racial, and religious groups cater for their needs? 
  • In what ways do diverse cultures and communities differ in the way that they conduct business (for example, in consideration of the influence of familial ties or specific negotiation/ management style)? What can we learn from these, and are such practices assimilated?  
  • Exploration and illustration of developments in the international food and agribusiness marketing.
  • What is the importance to business development of national government policy and support mechanisms for inward / regional investment concerning ethnic groups and business?

The book will be published in English. In order to produce an engaging text for the selected market, the selected chapters should be in accessible style; that of Harvard Business Review is ideal. It means that although the methodology should be described for empirical papers, this should be less than for traditional academic papers. Also, papers of a strongly academic nature, for example containing algebra / mathematics or written in highly conceptual terms, should be avoided. The editors will be happy to discuss whether or not a particular paper is of an appropriate style.

Preference will be given to empirical papers, although theoretical papers that examine key issues on opportunities from racial, ethnic, and cultural diversities or offer comprehensive literature reviews are also welcomed. As the book will be read by an academic and business audience, all papers should include implications for practitioners.

Submission process:

Researchers and practitioners are invited to submit on or before April 15, 2007 a brief two-five page paper proposal clearly explaining the mission and concerns of the proposed paper. Papers submitted must not have been published, accepted for publication, or presently be under consideration for publication. Proposals should be submitted via email Word attachment (in one file including all materials) to both editors. The first page must contain the title, author/s, and contact information for the author/s.

Authors will be notified May 1, 2007 about the status of their proposals and, if the proposal is approved, sent information regarding how to organize their chapters. Full chapters are expected to be submitted by September 15, 2007 and will then be subjected to a double-blind review; hence authors should not identify themselves in the body of the chapter. Final submissions should be approximately 6,000 words in length. The full chapters should be organized as follows: abstract; introduction; background; main thrust of the chapter (i.e., issues, opportunities, problems; managerial recommendations; and future trends); conclusions; references; and, if necessary, appendices.

The "Opportunities from Ethnic Diversities: Marketing in the Age of Fusion and Fragmentation" will be published by Gower Publishing, Gower Publishing is one of the world’s leading publishers in current best practice in business and management.


Please address questions to the editors:

Dr. Adam Lindgreen
Hull University Business School
Hull University
Hull HU6 7RX
Email: (until April 30, 2007)
Email: (after April 30, 2007)

Dr. Martin Hingley
Department of Business Management and Marketing
Harper Adams University College
Newport, Shropshire
TF10 8NB, United Kingdom