Dancap Private Equity Chair in Consumer Behavior
University of Western Ontario
Mark Cleveland has been selected as the recipient of the annual S. Tamer Cavusgil Award for his article, “Within and Between Two Worlds: Conceiving, Measuring, and Applying Mixed-Ethnic Identity in Three Countries,” which appeared in the June 2024 issue of Journal of International Marketing.
The award honors a Journal of International Marketing article from the most recent calendar year (2024) that has made the most significant contribution to the advancement of the practice of international marketing management. The committee overseeing the selection process included Kelly Hewett (University of Tennessee, Knoxville), Ayşegül Özsomer (Koç University), and Matthew Robson (Cardiff University). The committee stated,
“Cleveland’s Within and Between Two Worlds: Conceiving, Measuring, and Applying Mixed-Ethnic Identity in Three Countries is a groundbreaking contribution to international marketing research, developing and validating a comprehensive mixed identity scale. The study is relevant and timely and enables international marketing practitioners to capture the domain of a complex and fluid yet increasingly relevant phenomenon. The scale can be used as a whole or its facets can be used individually depending on the IM context. The study also shows the relation of MEI to mixed ethnicity in media and expression via brands, providing useful insights for IM practitioners.
This article is particularly deserving of the S. Tamer Cavusgil Award because its insights into mixed identity consumers are highly useful for practitioners—particularly in segmentation, branding, and global strategy.”
Mark Cleveland is Dancap Private Equity Chair in Consumer Behavior and Full Professor of Marketing at the University of Western Ontario (London, Ontario, Canada). Since 2013, he has also been Associate Editor for the International Marketing Review and is on the boards of several other journals, including the Academy of Marketing Science Review. His research has a special focus on cross-cultural consumer behavior, globalization, ethnic/racial/social identity and acculturation, mixed ethnicities, social media and consumer behavior, international market segmentation, and psychometrics. Mark’s cumulative scholarly work has attracted more than 8,500 citations. He has authored or coauthored more than 100 publications, including 50 journal articles, 15 book chapters, 2 books, and 58 conference papers. His research has featured in prominent media including The New York Times, Forbes, The Globe and Mail, The Toronto Star, The Financial Post, La Presse, Psychology Today, and CBC’s Marketplace.
Mark has been a consultant for numerous organizations, including McKinsey and Co., McCann Worldgroup, and Industry Canada. He has received many awards for his scholarly activities, including four Best Paper Awards, several Best Conference Paper Awards, Western’s Faculty Scholar Award, the William R. Darden Best Paper Award in Research Methodology, and the 2016 Hans B. Thorelli Award for the Journal of Interactive Marketing article that has made the most significant and long-term contribution to international marketing theory or practice.
View a list of past S. Tamer Cavusgil Award winners here.
About the Journal of International Marketing
Journal of International Marketing is dedicated to advancing international marketing practice, research and theory. The journal’s prime objective is to bridge the gap between theory and practice in international marketing for business scholars and practitioners.
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