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14 ORGANIZATIONAL STRUCTURE
Key considerations related to this structure:
PROS
Facilitates the introduction of Multicultural insights into “mainstream” campaigns.
Makes Multicultural marketing everyone’s responsibility.
Makes it possible to address Multicultural audiences as an integral part of the
“mainstream” versus perceiving segments as minority or marginalized.
CONS
Subject matter experts may not exist on team. When expertise does exist, it can be
diluted by stretching resources too thin.
Although all marketing executives are technically responsible, they’re not always
accountable.
Previous knowledge and/or experience targeting Inclusive and Multicultural segments
may not be required, or random criteria for expertise may be applied.
Compromise and consensus prioritize universal over unique cultural truths.
Due to the nature of integration, no formal structure is in place to encourage prioritizing
or advocating for segment opportunities.
