Migration and minorities in Europe

Josep Franch Bullich, Verena Gruber, Matthew Allen Hawkins

Producció científica: Capítol de llibreCapítol

1 Citació (Scopus)

Resum

This chapter begins by presenting key migration trend statistics. First global statistics are presented and the focus narrows in on Europe. Next, the impacts migrants have on business, from a marketing perspective, are discussed. Two cases are presented at the end of the chapter: Deutsche Bank's response to a growing migrant community in their home country Germany and KFC's struggle to serve the Muslim market in France. The second one highlights the challenges of serving specific religious segments, which the case of KFC in France is accompanied by heavy resistance among their core customers.
Idioma originalAnglès
Títol de la publicacióDiversity in European marketing: Text and cases
Pàgines15-55
Estat de la publicacióPublicada - 1 d’abr. 2012

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