book

Ethnic Marketing

by Guilherme Pires, John Stanton

December 2018

Beginner

374 pages

13h 3m

English

Routledge

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Conceptual AmbiguityWhat Is Ethnic Marketing? Definitional DifferencesEthnic Marketing IssuesOther Ethnic Marketing Issues Identified by ResearchersCauses of a Gap and Approaches to ReconciliationOn the Need for Pragmatism or Theory-in-UsePragmatism in Ethnic Marketing TheorySummaryReferences
The Meaning and Relevance of EthnicityBasis for Defining EthnicityWe Are All Ethnic—Or Are We?Meaning and Centrality of Ethnic GroupsThe Interlinking of Ethnic Identity With the Ethnic GroupDevelopment of Ethnic IdentityEthnic Identity, Consumer Behaviour and the Ethnic GroupSummaryReferences
What Is Acculturation?Choice of Acculturation PathInter-Generational DifferencesAcculturation and Ethnic IdentityAcculturation and Consumer BehaviourAcculturation and Ethnic Group DynamicsSummaryReferences
General Requirements for Effective Market SegmentationPanethnicityHomophily and Ethnic Group FormationHomophily and the Choice of Suppliers to the Ethnic CommunityAn EMIC Approach to Creating Panethnic SegmentsA Framework for Assessing Panethnic SegmentsSummaryReferences
Interactions Between Ethnic Consumers, Groups and BusinessesLoyalty DriversCultural Affinity/Shared Ethnicity and Switching CostsSwitch MotivationsSummaryReferences
From Immigrant to Ethnic Minority ConsumerFrom Ethnic Minority Consumer to Ethnic EntrepreneurSocialization and EntrepreneurshipRecognition of Ethnic Minority Business by Ethnic CommunitiesFrom Ethnic Marketing to Marketing by Ethnic Minority BusinessesReferences
Conceptualizing Ethnic EntrepreneurshipDrivers and Impediments in the Creation of Ethnic Minority BusinessEthnic Minority Business’ Creation and ConsolidationBusiness Opportunity StructuresGroup CharacteristicsEthnic Strategies and the Typical Ethnic Minority BusinessEthnic Groups as Natural Incubators for Ethnic BusinessesConclusionReferences
Interactive ModelSocial Embeddedness TheoryOne Model Doesn’t Fit AllMixed Embeddedness TheoryMixed Embeddedness: The Norm and a Potential Barrier to GrowthConsidering Growth Capabilities and the Role of the Co-Ethnic Minority GroupEthnic Minority Business and the Acculturation ProcessGrowth and DemiseConclusionReferences
Preferred Suppliers, Ethnic Networks and Minority Ethnic MarketsEthnic Networks as Relational DriversNetworks Imply Relational ImperativesDecision to Adopt a Relational Marketing ApproachRelationship Between Consumers and Preferred SuppliersRelationships, Networks and Competitive AdvantageImplications for Consumer Groups Not Bound by EthnicityConclusionReferences
Theory, Practice, Strategy and the Segmentation DilemmaA View of the Gap Between Theory and PracticeBusiness Opportunities and Ethnic Minority BusinessObjectives, Strategies and TacticsEthnic Minority Business Objectives, Strategies and TacticsThe Outgrowth ThresholdEthnic Minority Business Customer PortfolioWhy Adopt an Ethnic-Sensitive Relational Marketing Strategy?Relational Embedding of Ethnic-Sensitive Tactical ActivitiesSummaryReferencesVignette: An Alternative View of Ethnic Minority Business
The Product Element: Considering Tangibility and Perceived RiskApproach to the Discussion of the Tactical Ethnic Marketing MixReferences
The Promotional ElementServing Anyone That Comes Through the DoorMarketing Communications and Minority Co-Ethnic GroupsThe Challenges of a Dynamic EnvironmentUnderstanding Communication as Information Processing ActivityThe Value PropositionTypical Tactical ActivitiesEffective Ethnic Communication—More Than Just LanguageIntra-Ethnic Group Segmentation: Communicating in “Portinhol”Communicating to Reduce Perceived RiskRelational Communications for Ethnic LoyaltyThe Personalization ElementSimultaneity/Inseparability as a Vehicle for Responsiveness and PersonalizationConclusionReferences
Ethnocentrism Within National BoundariesDealing With Cultural DistanceTypical Tactical Activities Deployed by Ethnic Minority BusinessesThe Choice of People to EmployEthnic Sensitivity Skills TrainingPeople Tactics for Competitive AdvantageEthnic Minority Business: Ethics and Social ResponsibilityDisadvantage, Vulnerability and Poor Business PracticesExposure to ICT-Based Structural ChangeFlexibility and Evolutionary DynamismSummaryReferences
The Political EnvironmentEthnicity, Migration and the Future of Ethnic MarketingImplications From Differences in Immigration Policies and AcculturationLongstanding Countries of ImmigrationAustralian Migration Policy SketchCanada, New Zealand and the USAPast Major Emigration CountriesThe Potential for Ethnic Marketing in Other EnvironmentsConclusionReferences

Overview

Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives.

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Publisher Resources

ISBN: 9781315454870