Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
I.
PROJECT OBJECTIVES --- OUTPUT OVERVIEW:
A. PEOPLE “VALUE”: Profile an ethnic American segments’ demographics, values, and culture
B. PRODUCT “VALUE”: Profile ethnic American “Agri-Food” history, culture, folklore, & mythology
C. PROCESS “VALUE”: Prepare ethnic “brand architecture” for the contemporary American market
D. PREPARE PROJECT REPORT:
 Documents individual Ethnic Value Matching process steps
 Composes ethnic American target customer profile
 Creates original Agri-Food related “brand architecture” strategy with “triangulation” (3Ps)
1. Document basic data/facts based on the Four Determinants of Customer Behavior [chapters 1 & 2]
 Market Characteristics – Physical Environment
 Market Context – Contextual Environment
 Personal Context – Contextual Individual
 Personal Characteristics – Physical Personal
* NOTE: Refer to Figures 1.4 & 2.6 [Needs/Wants]
2. Document advanced profiles based on the Matrix of Values & Customer Roles [chapter 1]
 User Values – Performance, Social, Emotional
 Payer Values – Price, Credit, Financing
 Buyer Values – Service, Convenience, Personalization
* NOTE: Refer to Figure 1.5 and chapter 1 content
1
Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
II.
PROJECT PROCESS STEPS
STEP A:
Project Objective “A” – Chart the Evolution and Influences on “People Values” [Assign Items #1 through #4]
** Use the “Supplemental Text Framework” to Categorize and Interpret Information Collected from Sources **
1. EARTH -- “Motherland: Land Mass or Origin” [Space] – document the “Physical Environment” of “Old Country”
and compare with ethnic population concentration in “New Country” … highlight the influence on chosen FOOD
2. HISTORY – “Father Time: Diaspora Travels” [Time] – document the defining events for people’s identity
in both “Old & New Country” … with special focus on agricultural events related to chosen FOOD.
3. CULTURE – “Destiny’s Child” [Ethos]: Adapted ‘folkways’ and anchoring customs for group survival, bonding, and
hope – from “Personal & Environmental Context” in Old & New Country, with focus on the role of chosen FOOD
4. VALUES – “Identity’s Name” [Logos]: Articulated beliefs, norms, and aspirations defining collective intergenerational
identity -- from “Personal & Environmental Context” for mostly New Country American sub-cultural VALUES
STEP B:
Project Objective “B” – Chart the Embedding of Cultural Values and Institutional Social Behaviors in chosen FOOD
** Use the “Ethnic Values Template” below to Categorize and Interpret Information Collected from Sources **
1. FORM – Describe the materials, ingredients, processes, and tools required to produce your chosen FOOD/SERVICE
a) provide clear connections between the FOOD/SERVICE “forms” and the Old Country “Physical Environment” …
as well as the role of the FOOD/SERVICE in American “New Country” Agriculture
b) provide factual support on the economies, industries, companies, marketing techniques, and brands, associated
with your chosen FOOD/SERVICE
2. FUNCTION – Explain “HOW” the chosen FOOD/SERVICE embodies and furthers certain ethnic group “VALUES”
a) Explain the ethnic link in the planting, harvesting, production, marketing, and consumption/use of the FOOD/SERVICE
3. FACILITATION – Discuss “WHY” the FOOD/SERVICE is specifically associated with the ethnic group’s identity and
specify “WHICH” social institutions, events/activities, and lifestyles support ethnic identification with the FOOD/SERVICE
2
Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
II.
PROJECT PROCESS STEPS (continued)
STEP C:
Project Objective “C” – Match “People Values” with “Product Values” to “TRIANGULATE” Brand “Process Values”
** Use the “Ethnic Value Matching” to Design an Original Ethnic FOOD/SERVICE “Brand Architecture” **
[SOURCE: Brand & Brand Architecture Site: http://www.themanager.org/Knowledgebase/Marketing/Branding.htm]
1. TRIANGULATE – Explain “HOW” the FOOD/SERVICE (“Product Values”) “MATCH” the ETHNIC (“People Values”)
a) Use “Matrix of Values” [Figure 1.5] to describe HOW “Product” and “People” reinforce “User Values”
2. TARGET – Refine the “Ethnic Value Match” by targeting a specific segment within the broader ethnic group
a) Use specific segmentation variables to describe this target customer segment’s more synergistic “People Values”
b) Find actual profiles and testimonies/images to portray this ethnic target customer archetype
c) Use “Matrix of Values” [Fig. 1.5] to describe HOW refined target improves “User, Payer, Buyer Values-Match”
3. TASTE – Develop a FOOD/SERVICE brand name, packaging design, retail merchandising, and advertising/media theme
a) Explain WHY this “Brand Architecture” is compatible with the target ethnic customer’s “Physical & Contextual” tastes
b) Use “Matrix of Values” [Fig. 1.5] to describe HOW “Brand Architecture” improves “User, Payer, & Buyer Values-Match”
STEP D:
Project Objective “D” – Prepare Report & Brief Presentation describing HOW & WHY Project Objectives are Achieved
3
Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
III.
REPORT & PRESENTATION COMPLETION INSTRUCTIONS
[See also “Benchmark” Ethnic Value Matching presentations & reports posted on website]
Now that your Ethnic Value Matching "field teams" are progressing on the PEOPLE step of the project, I will explain:
A. How to document your findings, as well as
B. How to describe connections found through the project steps
C. How to submit the final report with a Final Report Format outline
D. How to classify ethnic value and product findings using the supplemental text consumer behavior framework.
A.
DOCUMENTING FINDINGS FROM PROJECT RESEARCH
You should use a “magazine editor’s” approach to documenting your findings during the project steps of PEOPLE, PRODUCT & PROCESS. In other words, find
support and factual or image/sound reference material in the form of Web links, and then “report” on that finding for your “story” with a brief comments to tell:
1) WHY it addresses the specific term listed in the step of the project for which the finding (link) is used [e.g., why is a weatherchannel.com link used to represent
the OLD Country climate in the PEOPLE “land” step, as well as again in the PRODUCT “form” step to support a connection to the land]
2) WHAT the finding (link) contains with a brief commentary on its contents
3) HOW the finding fits into the meaning pattern of “Ethnic Identity” [PEOPLE] or “Ethnic Orientation” [PRODUCT] learned from other findings in prior steps.
These commentary passages for each link will serve as “pieces” of your Ethnic Value Matching report “puzzle” that can be placed in the required sections of the Final
Report Format as appropriate – often using the same commentary passage “piece” repeatedly in multiple sections of the Final Report Format.
B.
DESCRIBING CONNECTIONS FOR PROJECT STEP FINDINGS – PEOPLE, PRODUCT, & PROCESS
1st: "PEOPLE" -- Transition from "OLD Country" to "NEW Country":
As you move to "Culture" find reasons and common interests that mad the YOUR chosen ethnic group people a distinct culture. Much of this will relate to both
geographic environment and historic events. THEN, you are well positioned to "Name" the people's IDENTITY based on a specific set of beliefs and shared values -itemize what you believe to be those "identifying" values ... then we leave "OLD country" to enter "NEW country" America and see how those "ETHNIC IDENTITY"
values manifest themselves in the YOUR chosen ethnic group American community initially from early 1800s, and then mostly for contemporary 2005. This is when we
can access Census "ancestry" demographic and geographic data and "Google" key words on the web like YOUR chosen ethnic group American Society [see my ethnic
links page] and the chosen ethnic group’s "modern American community, or opinions, or consumption," ... to get a sense of how the "ETHNIC IDENTITY" values show
up in today's YOUR chosen ethnic group American consumer. [NOTE: Also use “Google Scholar http://scholar.google.com/ to find academic studies and analyses]
2nd: Transition from "NEW Country" PEOPLE to PRODUCT Form, Function, and Facilitation:
Using what you learned about "OLD Country" land, history, and culture to begin the "PRODUCT" step by selecting a food or "dish" that has YOUR chosen ethnic group
"ETHNIC ORIENTATION" and document it's connection to:
a) "OLD Country" land & "NEW Country" American industry, retail distribution, and brand marketing ["FORM"]
b) "OLD Country" planting/harvest rituals and "NEW Country" American nutrition, family dining, and cultural community events/celebrations ["FUNCTION"]
c) "OLD Country" historic places/people/names/events and "NEW Country" American cultural symbols/images & community/lifestyle activities ["FACILITATION"].
4
Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
DESCRIBING CONNECTIONS FOR PROJECT STEP FINDINGS – PEOPLE, PRODUCT, & PROCESS (Cont’d.)
B.
3rd: Building a "NEW" Brand Architecture through Positioning & Marketing Mix ("4 Ps") PROCESS:
a) TRIANGULATION: Describe HOW & WHY the "ETHNIC ORIENTATION" food ["PRODUCT"] you selected is a "VALUE MATCH" with the "ETHNIC
IDENTITY" of the chosen modern American consumer group ["PEOPLE"] -- using your "field team's" OWN words and ideas ... NOT findings [links &
commentary]. Demonstrate to yourself that you have created an "ethnic value match."
b) TARGET: Specify a "target" segment within the chosen ethnic American consumer market that would be the best "ethnic value match" for the "ethnic orientation"
food, and describe the reasons WHY [e.g., youth because they are looking for lost ethnic identity symbols, or elderly because they seek to remember "roots," or urban
professionals because it helps them improve health as well as ethnic pride, or students because it serves as an ethno-chic dietary ritual, etc.]. You may use findings
[links & commentary] to support and portray these “targeted ethnic customers”
c) TASTE: Develop a specific Americanized "taste" for the food/dish/drink and complete the Marketing Mix ("4Ps") to effectively propose a “Brand Positioning
Strategy" for the NEW Ethnic Brand using brand name, packaging, retail channel outlets, promotion, and media advertising. Explain why this "PROCESS" angle of
the "Ethnic Value Match" completes the "Triangulation" and results in the ideal Ethnic Brand Architecture. This use of “Ethnic Orientation” PRODUCT ingredients
and cultural symbols as MEANS to connect ethnic customers with the desired ENDS of “Ethnic Identity” is commonly referred to in marketing studies as “MeansEnds Positioning.” You may use findings [links & commentary] to support and portray these “targeted ethnic customers”:
 Branding Architecture concept link: http://ecommerce.ama.org/bbr/pdf/BrandLeadership.pdf
 General Brand Strategy link: http://www.themanager.org/Knowledgebase/Marketing/Branding.htm
 Positioning Strategy instructions link: http://www.utdt.edu/congresos/empresarial/papers-ama/077.PDF
 Ethnic Brand Positioning example link:
http://www.brandrepublic.com/bulletins/marketresearch/article/204140/market-research-ethnic-insight/
C.
FINAL REPORT FORMAT OUTLINE
The Final Report Format for your Ethnic Value Matching project should address three aspects of the assignment:
NEW Ethnic Agri-Food Brand Architecture – prototypes, designs, descriptions, diagrams, images, and actual taste samples *NOTE: adapt existing images from
Web to portray original NEW Ethnic Brand
1. Project Steps Documentation of findings [links & commentary] using the “Magazine Editor” method
*NOTE: See the 3 Ps -- PEOPLE, PRODUCT, PROCESS – descriptions above in section “II”
2.
Needs/Wants [Fig. 2.6] & Roles/Values [Fig. 1.5] Classification of project findings [links & commentary]
*NOTE: See “Classification Guidelines” on the next page]
3.
Supplemental/Support Material – additional information you wish to add including personal reflections
5
Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
D.
CLASSIFY ETHNIC FINDINGS USING TEXT CONSUMER BEHAVIOR FRAMEWORK [Include as a report Appendix]
Need/Want “Page” – Corresponds to PEOPLE & PRODUCT findings for old/new country
Personal Physical


Environmental Physical


Demographic Data & Geo-demographic Data
This pertains to the number, percentage, & dominant locations of your ethnic segment’s
“physical” bodies [US Bureau of Census, etc.]
Genetic Data/Sites [Usually Omitted]
This pertains to any data/sites related to the
role of biological tendencies in your ethnic segment
that could impact the consumption or nutritional of the chosen product category [see http://ificinfo.health.org]
Country of Origin Data
This pertains to any CLIMATE or ECOLOGY aspects
of your ethnic segment’s country of origin that are
associated with the product category [e.g., agricultural history and production – see country sites, UN sites, etc.]
U.S. Region or Urban Concentration
This pertains to any CLIMATE or ECOLOGY aspects
of the US domain that are associated with the product category [e.g., appetite, thirst, or seasonal consumption, etc.]
Individual Contextual



Personal Worth
This pertains to income/wealth data [Bureau of Census, etc.]
Institutional Context
This pertains to consumption, occupational, family, educational, or religious aspects of your customer segment that
might predispose them towards the chosen product category
Cultural Context
This pertains to history, values & rituals associated with
the ethnic identity of your consumer segment that
directly influence consumption of the chosen
product category [e.g., ethnic group sites/articles/books]
Environmental Context



Economy
This pertains to any aspect of the MARKETPLACE that facilitates your ethnic segment’s consumption
or use of the product category [retail outlets, transportation, industry growth]
Technology
This pertains to any technology that has contributed to your ethnic segment’s consumption of the product category [e.g.,
online sites/transactions, microwave food, specific food processing or packaging methods, etc.]
Public Policy
This pertains to norms or trends in US society that embrace or protect the ability of your ethnic segment to consume.
6
Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
D.
CLASSIFY ETHNIC FINDINGS USING TEXT CONSUMER BEHAVIOR FRAMEWORK [Include as a report Appendix]
Roles/Values “Page” – Corresponds to many PROCESS findings for NEW Ethnic Brand Architecture
User


Payer


Performance Value
The ethnic segment’s main functions/uses sought in the product category [use website for a leading
brand/company]
Social/Emotional Value [combine these]
The ethnic segment’s main social/cultural reasons for consuming the product category [use website for a ethnic
group’s social/cultural practices related to the product category]
Price Value
The ethnic segment’s cost/benefit expectations for the product category [use web/article link related to
income/price orientation of the ethnic segment OR a site/article related to a producer/retailer’s price strategy]
Credit/Financing Value [combine these]
The ethnic segment’s product category credit preferences [use website for retailer’s credit policy or credit card
company site, etc.]
Buyer


Service Value [related to the shopping effort]
The ethnic segment’s main services sought when shopping for or purchasing the product category [use website for
a leading retailer services, or articles/sites about services sought by ethnic consumers in general]
Convenience/Customization Value [combine these]
The ethnic segment’s main convenience/customization needs when purchasing/using the product category [think about
sites/articles about retail and service providers offering “telephone order & pick-up,” electronic shopping, delivery,
recipe, food preparation, party/event planning, services, etc. … OR … sites/articles describing what ethnic shoppers
want by way of convenience and customization, etc.]
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Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
ETHNIC VALUE MATCHING PROJECT SOURCE LINKS
ETHNIC IDENTITY – “Fixed Criteria Characteristics” [Chances]
The Marketing of Ethnic Identity [Marilyn Halter]
http://www.amazon.com/gp/reader/0805241566/ref=sib_dp_pt/103-7602843-7873448#reader-link
The New Mainstream - Ethnicity Inc. [Guy Garcia]
http://print.google.com/print?id=DuJDiYJ7SVMC&oi=fnd&pg=PA3&sig=3DcnrHUbQ-iYPSY-gLwN3LxdkU4
Ethnic Affinity & Brand
http://www.clickinresearch.com/clickin-report-esomar.pdf
Ethnic Self-Awareness & Advertising
http://www.asc.upenn.edu/usr/ogandy/C53704read/forehand.pdf
Multicultural Economy & Ethnic Buying Power –Diversity “Portfolio”
http://www.selig.uga.edu/forecast/GBEC/GBEC043Q.pdf
ETHNIC ORIENTATION – “Fluid Content of Character” [Choices]
Time & Place Awareness -- Ethnic Holidays & Celebrations
http://www3.kumc.edu/diversity/ethnic_relig/ethnic.html
Food & World Culture
http://lilt.ilstu.edu/rtdirks/CLASSIFY.html
Food/Service Economic/Commerce Facts
http://www.stat-usa.gov/econtest.nsf
Food/Service Agricultural Facts
http://www.pecad.fas.usda.gov/cropexplorer/
Ethnic Media
http://news.ncmonline.com/news/
http://www.unc.edu/~haman/media.htm
http://asiamedia.com/
http://www.leaonline.com/doi/abs/10.1207%2FS15327825MCS0323_04?cookieSet=1
http://www.irishabroad.com/irishworld/irishamericamag/
http://www.americanprogress.org/site/pp.asp?c=biJRJ8OVF&b=744281#
http://66.102.7.104/search?q=cache:8yxWHuIkou8J:www.americanprogress.org/atf/cf/%257BE9245FE4-9A2B-43C7-A5215D6FF2E06E03%257D/POLL_EXECUTIVE_SUMMARY.PDF+Arab+American+Consumers&hl=en
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Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
OLD COUNTRY & NEW COUNTRY – For All Ethnic Groups
Maps – Geography/Ecology
* World (old country)
http://faculty.washington.edu/rcolven/Colven_SAfrica/world-map-country-names.gif
* USA (new country)
http://www.depts.drew.edu/claadmis/images/v4/graphics/usa_map_with_names_bw.jpg
Etymology – word origins of ethnic names, places, and foods
* Old & New Country -- http://www.etymonline.com/
Mythology – old country
http://www.windows.ucar.edu/tour/link=/mythology/worldmap_new.html
Birth Origin, Ancestry, & Demographics
* Old Country
http://www.infoplease.com/ipa/A0900547.html
http://www.census.gov/population/www/ancestry.html
* New Country
http://www.infoplease.com/ipa/A0193688.html
http://www.census.gov/population/www/index.html
Culture & Consumer Behavior
http://www.bschool.nus.edu/research/files/RPS2004.pdf
Early American Consumer Ethnic Values
http://www3.interscience.wiley.com/cgi-bin/abstract/35955/ABSTRACT
European Consumers & Organic Foods
http://biofood.sbbe.gr/dnfiles/OrganicIreland.pdf
Hispanic Influence on American Agri-Food Industry
http://www.nal.usda.gov/outreach/HFood.html
http://www.nal.usda.gov/outreach/HCont.html
Ethnic Diasporas
http://print.google.com/print?id=8pqj8GFCg7MC&lpg=PA1&pg=PA1&sig=JVFoXW5GxpMxXSzPNCromDV2h4s
* Jewish Old/New Country Cultural Diasporas
http://64.233.167.104/search?q=cache:KsRMej8qRmAJ:www.historycompass.com/images/store/HICO/chapters/147.pdf+%22Heinze%22+%22Adapting+*+Abundance+Jewish%22&hl=en
* African/American Old/New Country & Cultural Diasporas
http://images.google.com/imgres?imgurl=http://www.uwec.edu/geography/Ivogeler/w111/slaves1.jpg&imgrefurl=http://www.uwec.edu/geography/Ivogeler/w111/slaves.
htm&h=571&w=940&sz=104&tbnid=RICtwA4a71sJ:&tbnh=89&tbnw=147&hl=en&start=8&prev=/images%3Fq%3DAfrican%2BSlave%2Bmap%26svnum%3D10%2
6hl%3Den%26lr%3D
http://images.google.com/imgres?imgurl=http://collections.ic.gc.ca/underground/Photographs%2520(4Web)/northamericamap.jpg&imgrefurl=http://collections.ic.gc.ca/u
nderground/Flight%2520to%2520Freedom/mapmiddle.html&h=449&w=537&sz=20&tbnid=NYpAFX5bT1cJ:&tbnh=107&tbnw=129&hl=en&start=3&prev=/images%
3Fq%3DMap%2Bof%2BSlaves%2Bin%2BAmerica%2B%26svnum%3D10%26hl%3Den%26lr%3D%26sa%3DG
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Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
THE AMERICAN ETHNIC EXPERIENCE
AMA Multicultural Marketing
http://www.marketingpower.com/content25037.php
http://www.marketingpower.com/search.php?SearchFor=multicultural+marketing&Session_ID=c9e6481e34f0bcda577bcc6321964546&Type=0&x=9&y=9
http://www.marketingpower.com/content17921C213.php
Multicultural Marketing General -- Marye C. Tharp
http://print.google.com/print?id=2UUXCGqU NAC&oi=fnd&pg=PA1&sig=T5P6oE61dPmyfhxv1W-K8JVrjhA
American Ethnic Group Basic Information
www.infoplease.com/spot/
Ancient & Native Americans – This land is THIER land
http://www.mayalords.org/
http://www.museo.org/ancient.html
http://www.indians.org/Resource/resource.html
http://www.nativewebmarkets.com/
http://www.lib.washington.edu/subject/History/tm/native.html
African Americans
http://www.fas.harvard.edu/~du_bois/
http://joc.sagepub.com/cgi/content/abstract/1/1/31
http://taylorandfrancis.metapress.com/(ndqvf2anbso0dwbbzlm4mi45)/app/home/contribution.asp?referrer=parent&backto=issue,1,6;journal,15,18;linkingpublicationr
esults,1:109396,1
http://print.google.com/print?id=N45ELvSFfSYC&oi=fnd&pg=PR5&sig=R9Epzk3VWpRjpmYqRuXbVapC-Yc
http://www3.interscience.wiley.com/cgi-bin/abstract/73501092/ABSTRACT
http://www.aaanet.org/aes/bkreviews/result_details.cfm?bk_id=684
http://www.blackamericaweb.com/
Arab Americans
http://www.theaanm.org/
http://clevelandmemory.org/arabs/
https://www.accesscommunity.org/index.cfm?location=12
http://www.hiinternational.com/articles/art4_en.cfm?topicId=4&id=428
Asian Americans
http://www.pbs.org/ancestorsintheamericas/aahistorysites.html
http://www.asian-nation.org/model-minority.shtml
http://www.ameredia.com/demographics/filipino.html
http://www3.interscience.wiley.com/cgi-bin/abstract/106598019/ABSTRACT
http://www3.interscience.wiley.com/cgi-bin/abstract/51891/ABSTRACT
http://66.102.7.104/search?q=cache:vxpDtuottxQJ:www.census.gov/prod/2004pubs/censr-17.pdf+Percentage+of+Asian+Americans+in+the+USA&hl=en
http://www.modelminority.com/ [NOTE: Search “Angel Island”]
Korean http://www.ingentaconnect.com/content/mcb/008/2001/00000013/00000002/art00002
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Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
THE AMERICAN ETHNIC EXPERIENCE [Continued]
Hispanic Americans
http://www.applebybooks.net/si/001626.html
http://digital-library.csun.edu/LatArch/
Hispanic Paradigm
http://64.233.167.104/search?q=cache:AdvnMUKwYaAJ:fletcher.tufts.edu/research/2004/ComengeAlberto.pdf+%22Davila%22+%22Latinos+Inc+*+marketing%22&hl=en
Latinos Inc. [Hispanic Business & Marketing]
http://www.amazon.com/gp/reader/0520227247/ref=sib_dp_pt/102-5850600-4969757#reader-link
http://mesharpe.metapress.com/(fwkuuv55w5i1kd45sg3gqx45)/app/home/contribution.asp?referrer=parent&backto=issue,2,9;journal,
6,9;linkingpublicationresults,1:110658,1
http://www.hispanicbusiness.com/community/hispanic_orgs.asp
Hispanic Serving Colleges & Universities
http://www.hacu.net/hacu/default_EN.asp?SnID=1019478339
Hispanic Food Marketing
http://www.foodproductdesign.com/archive/1996/0396PR.html
European Americans
http://muse.jhu.edu/journals/american_jewish_history/v089/89.4heinze.html
British
http://encarta.msn.com/encyclopedia_761587470/British_Americans.html
German
http://www.germany-info.org/relaunch/culture/ger_americans/paper.html
http://www.ulib.iupui.edu/kade/adams/chap5.html
http://www.findarticles.com/p/articles/mi_m3723/is_n10_v4/ai_12921880
http://muse.jhu.edu/journals/social_text/v019/19.3boyer.html
Irish
http://www.irishamhc.com/
http://muse.jhu.edu/journals/new_hibernia_review/v006/6.4casey.pdf
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Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
THE AMERICAN ETHNIC EXPERIENCE [Continued]
European Americans [Continued]
Italian
http://www.historycooperative.org/cgi-bin/justtop.cgi?act=justtop&url=http://www.historycooperative.org/journals/jah/91.2/cinotto.html
http://www.ingentaconnect.com/search/expand?pub=infobike://mcb/077/1998/00000015/00000002/art00003&unc=
http://mcu.sagepub.com/cgi/content/abstract/5/3/251
Jewish
http://print.google.com/print?id=MbzhBjw3t5QC&oi=fnd&pg=PA1&sig=EonFXbp6s3yGYM8LjD1v3lo8KNU
http://www.jerusaleminternational.com/books/books02/0231068530AMUS480690.shtml
http://muse.jhu.edu/journals/reviews_in_american_history/v024/24.1heinze.html
Scottish
http://www.bbc.co.uk/history/scottishhistory/
http://www.gesource.ac.uk/worldguide/html/1070_map.html
http://www.earthhealing.info/EA/EAintro.pdf
http://www.census.gov/population/socdemo/ancestry/Scottish.txt
http://www.rampantscotland.com/history.htm
http://en.wikipedia.org/wiki/Scots-Irish_American
http://en.wikipedia.org/wiki/Category:Scottish_mythology
http://www.usscots.com/links/myths.html
http://college.hmco.com/history/readerscomp/rcah/html/ah_029200_ethnicity.htm
http://www.norvellpress.com/heraldry.htm
http://www.houseofnames.com/xq/ASP/sId./qx/sitemap.htm
http://www.geocities.com/Pentagon/Bunker/2613/population.html#scot
http://www.answers.com/topic/culture-of-scotland
http://www.usscots.com/links/societies/usa.html
http://uncpress.unc.edu/chapters/ray_highland.html
http://www.electricscotland.com/tartnday.htm
http://www.uwm.edu/Dept/celtic/ekeltoi/volumes/vol1/1_1/newton_1_1.html
http://www.bbc.co.uk/history/timelines/scotland/beginnings.shtml
Spanish
http://search.barnesandnoble.com/booksearch/isbnInquiry.asp?isbn=012379580X&itm=8
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Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
http://en.wikipedia.org/wiki/Spanish_culture
http://www.bookrags.com/history/multiculturalism/spanish-americans-gema-03/
Pacific Islander Americans
http://findarticles.com/p/articles/mi_m0425/is_4_60/ai_82360170
http://findarticles.com/p/articles/mi_m1310/is_1997_Dec/ai_20173038
http://www.infoplease.com/atlas/pacificislandsandaustralia.html
http://www.infoplease.com/ce6/world/A0860186.html
http://www.theodora.com/wfb1990/pacific_islands_trust_territory_of_the/pacific_islands_trust_territory_of_the_geography.html
http://www.pacificislandtravel.com/fr_polynesia/about_destin/culture.html
http://findarticles.com/p/articles/mi_m1272/is_2663_129/ai_63986744
http://greggman.com/pages/hawaiian%20food/hawaiian%20food.htm
http://findarticles.com/p/articles/mi_m2472/is_1_15/ai_n6005514
http://findarticles.com/p/articles/mi_m2375/is_n1_v32/ai_19898544
http://findarticles.com/p/articles/mi_m2472/is_1_15/ai_n6005514
http://www.tarofestival.org/kalo.html
13
Ethnic Value Matching & Agri-Food Branding Project Guidelines
[DUE: November 6th @ 5pm; 40 POINTS; Dr. Carter]
*** Use Supplemental Sheth Text Handouts & Slides ***
CONTEMPORARY AMERICAN, GLOBAL, & ETHICAL ETHNIC INFLUENCES
Urban Youth – Hip-Hop Culture
http://studentorgs.utexas.edu/salsa/salsaproceedings/salsa9/papers/newman.pdf
Japanese Influence of European/American Youth
http://basic1.easily.co.uk/04F022/036051/Japanization.html
Asian Youth
http://www.findarticles.com/p/articles/mi_m4021/is_8_26/ai_n6215464
American/European Techno-Rave Culture
http://en.wikipedia.org/wiki/Rave_culture
American Youth Country Music Lifestyle
http://www.sitemason.com/newspub/iewTCM?id=12312
American Youth Gospel Culture
http://www.gospelcity.com/dynamic/news-articles/gospel_news/194/
Global Multi-cultural Branding
http://www.marketingpower.com/content18515C213.php
Ethical Ethnic Community Marketing
http://www.Fallerlink.com/media/92ggrnwwmpwha4k2ux4g/contributions/u/a/l/u/ualuy4lckj6ynhd1.pdf
http://juantornoe.blogs.com/hispanictrending/files/positive_imagery_and_community_development_in_ethnic_marketing.pdf
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