6Articulating Ethnic Marketing With Ethnic Entrepreneurship

The cultural diversity of many countries, both developed (e.g. Australia, Canada, the UK and the USA) and emerging (e.g. Bulgaria, China and India), is recognized in the scholarly literature. This diversity is a by-product of international immigration flows over time, leading to the formation and continued existence of minority ethnic groups within these countries national boundaries (Blagoev and Minkov, 2017; Jamal, Peñaloza and Laroche, 2015; Kumar and Marinova, 2017; Pires and Stanton, 2015).

Significantly, independent of variations in the intensity of migration flows or changes in the relative contributions by source countries, there is no indication that this diversity may reduce ...

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