14Environmental Forces, Ethnic Marketing and Ethnic Entrepreneurship

The growth of ethnic marketing in any specific country faces very different opportunities and threats because, as discussed in previous chapters, individuals’ ethnic identity and their ties to their minority ethnic group are shaped by their experiences in the home country and with the relevant minority ethnic group, as well as their wider acculturation experiences in the host country.

As discussed in Chapter 3 and Table 3.2, a five-category grouping of the relevant forces shaping a chosen acculturation path—namely society of origin, society of settlement, moderating factors prior to acculturation, group acculturation and moderating factors during acculturation) was provided ...

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