Abstract
This paper considers the importance of cultural factors within ethnic minority-owned firms’ marketing strategies. It provides a contribution to the growing body of knowledge at the marketing strategy/ entrepreneurship interface and reports specifically on an empirical investigation into the retail marketing strategies of a sample of Asian-owned (originating from the Indian sub-continent) small and medium-sized enterprises (SMEs) operating in the U.K. The findings from twenty in-depth personal interviews provide an insight into the practices of ethnic minority-owned retail businesses indicating that factors associated with key decision makers together with cultural networks, balanced against resource constraints, had a major impact on firms’ operations.
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© 2015 Academy of Marketing Science
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Chaudhry, S., Crick, D. (2015). An exploratory investigation into the marketing practices of small Asian-Owned Retail Businesses in the U.K. In: Moore, M., Moore, R. (eds) New Meanings for Marketing in a New Millennium. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11927-4_19
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DOI: https://doi.org/10.1007/978-3-319-11927-4_19
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11926-7
Online ISBN: 978-3-319-11927-4
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