Globalization of ethnic cuisine: From Russia with love?
Australian and New Zealand Marketing Academy
School of Business
This research explores how Australians perceive Russian cuisine and investigates why it has little “presence” compared to other mainstream ethnic cuisines. A two-pronged exploratory qualitative approach was taken: lay description of Russian food derived from interviews with five Russians residing in Perth; and a professional perspective derived from interviews with four local chefs. The study revealed marked ambiguity in the definition of authentic Russian food by both ethnic Russians and culinary professionals which suggests underlying identity complexity and prompts future empirical research to determine the stature/future of Russian cuisine in a big global “melting pot”. There are implications on the international marketing of ethnic cuisines in particular and the overseas marketing of Russian produce in general.
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