| Description |
1 online resource (374 pages) |
| Series |
Routledge Studies in Marketing Ser |
|
Routledge Studies in Marketing Ser
|
| Contents |
Cover; Half Title; Series Page; Title; Copyright; Dedication; Contents; List of Tables; List of Figures; Acknowledgements; Foreword; 1 Issues in Ethnic Marketing Theory, Practice and Entrepreneurship; Conceptual Ambiguity; What Is Ethnic Marketing? Definitional Differences; Ethnic Marketing Issues; Other Ethnic Marketing Issues Identified by Researchers; Causes of a Gap and Approaches to Reconciliation; On the Need for Pragmatism or Theory-in-Use; Pragmatism in Ethnic Marketing Theory; Summary; References; 2 Ethnicity, Ethnic Groups and Ethnic Identity; The Meaning and Relevance of Ethnicity |
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Basis for Defining EthnicityWe Are All Ethnic-Or Are We?; Meaning and Centrality of Ethnic Groups; The Interlinking of Ethnic Identity With the Ethnic Group; Development of Ethnic Identity; Ethnic Identity, Consumer Behaviour and the Ethnic Group; Summary; References; 3 Acculturation, the Minority Ethnic Group and Ethnic Consumer Behaviour; What Is Acculturation?; Choice of Acculturation Path; Inter-Generational Differences; Acculturation and Ethnic Identity; Acculturation and Consumer Behaviour; Acculturation and Ethnic Group Dynamics; Summary; References |
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4 Rationale for Ethnic Marketing Focus on Aggregates of Minority Ethnic GroupsGeneral Requirements for Effective Market Segmentation; Panethnicity; Homophily and Ethnic Group Formation; Homophily and the Choice of Suppliers to the Ethnic Community; An EMIC Approach to Creating Panethnic Segments; A Framework for Assessing Panethnic Segments; Summary; References; 5 Perspectives on Ethnic Loyalty; Interactions Between Ethnic Consumers, Groups and Businesses; Loyalty Drivers; Cultural Affinity/Shared Ethnicity and Switching Costs; Switch Motivations; Summary; References |
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6 Articulating Ethnic Marketing With Ethnic EntrepreneurshipFrom Immigrant to Ethnic Minority Consumer; From Ethnic Minority Consumer to Ethnic Entrepreneur; Socialization and Entrepreneurship; Recognition of Ethnic Minority Business by Ethnic Communities; From Ethnic Marketing to Marketing by Ethnic Minority Businesses; References; 7 Understanding Ethnic Entrepreneurship; Conceptualizing Ethnic Entrepreneurship; Drivers and Impediments in the Creation of Ethnic Minority Business; Ethnic Minority Business' Creation and Consolidation; Business Opportunity Structures; Group Characteristics |
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Ethnic Strategies and the Typical Ethnic Minority BusinessEthnic Groups as Natural Incubators for Ethnic Businesses; Conclusion; References; 8 Ethnic Minority Business Growth, Demise and Failure; Interactive Model; Social Embeddedness Theory; One Model Doesn't Fit All; Mixed Embeddedness Theory; Mixed Embeddedness: The Norm and a Potential Barrier to Growth; Considering Growth Capabilities and the Role of the Co-Ethnic Minority Group; Ethnic Minority Business and the Acculturation Process; Growth and Demise; Conclusion; References; 9 Ethnic Networks and the Adoption of Relational Strategies |
| Notes |
Preferred Suppliers, Ethnic Networks and Minority Ethnic Markets |
|
Print version record |
| Form |
Electronic book
|
| Author |
Pires, Guilherme
|
| ISBN |
9781315454887 |
|
1315454882 |
|
