Integrating Diversity into the Marketing-as-practice Framework: A Conceptual Framework

We draw on the marketing-as-practice framework to integrate and expand the concept of diversity, specifically addressing issues of race and colourism within a value-creating system. Research on diversity in marketing has not kept pace with the times, resulting in cultural insensitivity as racial and colourist stereotypes continue to be perpetuated in marketing. This creates exclusionary marketing practices that lead to a misalignment between customers and firms. This article expands the marketing-as-practice framework by incorporating diversity through its key pillars: marketing practice, marketing practitioners and marketing praxis. This study can be utilized to explore various concepts related to diversity, equity and inclusion (DEI) as they pertain to value-creating marketing activities between firms and their customers. To conduct this study, we employed a qualitative, exploratory research strategy that included a literature review and synthesis of key theories. Our framework proposes integrating critical race theory and considerations of colour blindness to reduce barriers to diversity and enhance marketing effectiveness. By doing so, we aim to foster practical value-creating marketing activities that contribute to value co-creation. We note that integrating diversity strengthens customer–firm engagement. This research contributes conceptually to the marketing-as-practice framework.