Preparing Marketing Students for a Global and Multicultural Work Environment: The Value of a Semester-Long Study Abroad Program

Newell D. Wright · Irvine Clarke

42 citations0/0 files storedMarketing Education Review

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International Student and Expatriate Challenges Higher Education and Employability Management and Marketing Education

Abstract

In the future, marketing graduates will face an increasingly diverse and multicultural workplace both within and outside their home countries. A crucial question is, how can marketing educators better prepare students for this complex and changing work environment? One solution is a study abroad program (SAP). This study tests some anecdotal claims about the value of the SAP in preparing students for this work environment. Empirical results show that the SAP helps students become more globally minded, communicate better across cultural and national boundaries, and become more sensitive to new and different cultures. Suggestions for improving SAPs for marketing students conclude the paper.

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References

2025Advances in Consumer Research 2003Measuring intercultural sensitivity: The intercultural development inventory 1978The Chrysanthemum and the Sword: Patterns of Japanese Culture 1994Education for the Intercultural Experience 1997Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights from the Texts of Consumers’ Consumption Stories 2005Managing diversity: toward a globally inclusive workplace 1992The measurement of intercultural sensitivity using the concepts of individualism and collectivism 2004More Is Better: The Impact of Study Abroad Program Duration

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