The ethics of marketing Cinco de Mayo /
Cinco de Mayo leads something of a double life. In Mexico, it is a relatively minor holiday celebrating victory at the Battle of Puebla. In the U.S., however, it has become a massive drinking holiday. This case study explains and examines the factors that have led to a relatively minor military vict...
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| Format: | eBook |
| Language: | English |
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London :
SAGE Publications: SAGE Business Cases Originals,
2023.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Cinco de Mayo leads something of a double life. In Mexico, it is a relatively minor holiday celebrating victory at the Battle of Puebla. In the U.S., however, it has become a massive drinking holiday. This case study explains and examines the factors that have led to a relatively minor military victory in the Second Franco-Mexican War becoming one of the most celebrated (and heavily marketed) drinking occasions in the U.S. This phenomenon raises various questions about cultural heritage, and in particular a question about cultural appropriation: Is there anything morally problematic about a brand capitalizing on a piece of Mexican heritage to sell more product? Addressing this question requires engaging with concepts such as cultural representation and cultural harm (among others). |
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| Physical Description: | 1 online resource. |
| ISBN: | 9781071915233 1071915231 |