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Abstract:
Cultural diversity has been an important element in multinational organizations for the past several decades. Organizational leaders can and should make diversity a fundamental component of their decision-making process. More specifically, this paper focuses on ethnic diversity in decision making for companies looking to gain a competitive advantage in the marketing environment. The study provides practitioners an insight into the concepts of ethnicity and ethnic groups and their significance as an input in how marketing decisions are made. The study will also highlight how ethnic diversity in the process of making marketing decisions in teams can influence consumer behavior and target market decisions for multinational organizations.
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