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Diversity and inclusion is key to Marriott International’s success

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In a world that is becoming increasingly fast-paced and complex for marketers, with shifting demographics and new technologies, Marriott International has successfully seized the opportunity and navigated its marketing to multicultural and generational audiences in meaningful ways. This paper explains how Marriott has leveraged its long-standing inclusive culture, which welcomes all, to achieve not only business objectives, such as brand preference, but also a multicultural mindset among its associates. Taking a collaborative approach both inside and outside its organisation, Marriott devised an immersive educational programme around cultural competence, taking associates out of seminars and webinars into real-world cultural experiences. Marriott has invited guests, affinity groups, vendors and its own population of associates to co-create and evolve its ideal in welcoming all who walk through its doors. Marriott understands that having a multicultural mindset that generates loyalty works both ways, as exemplified by its Chief Executive Officer Arne Sorenson, an outspoken advocate of diversity and inclusion in general. Marketing and branding derive from knowing your customers, but today it is also about standing shoulder to shoulder with them – in good times and bad.
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Keywords: LGBT; Millennial; diversity; inclusion; marketing; multicultural

Document Type: Research Article

Publication date: December 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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