Decolonization in marketing: Five key customer engagement decisions

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The paper discusses the idea of decolonization in marketing and explores its tensions with institutional legitimacy. The research also offers five key considerations for managers in relation to decolonizing customer engagement strategies.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2024), "Decolonization in marketing: Five key customer engagement decisions", Strategic Direction, Vol. 40 No. 3, pp. 13-15. https://doi.org/10.1108/SD-01-2024-0017