Cultural Marginality and Ambivalence Among Arabs

This paper explores the opportunities available to international marketers to tap the potentially lucrative market created by the presence of a large number of Arab students in the U.S.A. The findings, based on questionnaire responses and interviews with 118 Arab students, indicate that cultural mar...

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Bibliographic Details
Published in:Journal of international consumer marketing 1989-02, Vol.1 (2), p.101-120
Main Authors: Razzouk, Nabil Y., Johar, J. S., Muna, Farid
Format: Article
Language:English
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Summary:This paper explores the opportunities available to international marketers to tap the potentially lucrative market created by the presence of a large number of Arab students in the U.S.A. The findings, based on questionnaire responses and interviews with 118 Arab students, indicate that cultural marginality and ambivalence among students are prevalent. These phenomena represent a love-hate relationship aimed at the culture of origin and that of the United States, and offers the Western marketer new opportunities in the Arab market. Some suggestions are made on increasing the utilization of international students in the planning of marketing strategies for their respective countries.
ISSN:0896-1530
1528-7068
DOI:10.1300/J046v01n02_06