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by John Stanton, Guilherme D. Pires
Ethnic Marketing
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
Basis for Defining Ethnicity
We 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
4 Rationale for Ethnic Marketing Focus on Aggregates of Minority Ethnic Groups
General 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
6 Articulating Ethnic Marketing With Ethnic Entrepreneurship
From 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
Ethnic Strategies and the Typical Ethnic Minority Business
Ethnic 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
Preferred Suppliers, Ethnic Networks and Minority Ethnic Markets
Ethnic Networks as Relational Drivers
Networks Imply Relational Imperatives
Decision to Adopt a Relational Marketing Approach
Relationship Between Consumers and Preferred Suppliers
Relationships, Networks and Competitive Advantage
Implications for Consumer Groups Not Bound by Ethnicity
Conclusion
References
10 Ethnic Entrepreneurship and the Marketing Mix
Theory, Practice, Strategy and the Segmentation Dilemma
A View of the Gap Between Theory and Practice
Business Opportunities and Ethnic Minority Business
Objectives, Strategies and Tactics
Ethnic Minority Business Objectives, Strategies and Tactics
The Outgrowth Threshold
Ethnic Minority Business Customer Portfolio
Why Adopt an Ethnic-Sensitive Relational Marketing Strategy?
Relational Embedding of Ethnic-Sensitive Tactical Activities
Summary
References
Vignette: An Alternative View of Ethnic Minority Business
11 Product, Price, Place, Physical Evidence and Process
The Product Element: Considering Tangibility and Perceived Risk
Approach to the Discussion of the Tactical Ethnic Marketing Mix
References
12 Promotion and Personalization
The Promotional Element
Serving Anyone That Comes Through the Door
Marketing Communications and Minority Co-Ethnic Groups
The Challenges of a Dynamic Environment
Understanding Communication as Information Processing Activity
The Value Proposition
Typical Tactical Activities
Effective Ethnic Communication—More Than Just Language
Intra-Ethnic Group Segmentation: Communicating in “Portinhol”
Communicating to Reduce Perceived Risk
Relational Communications for Ethnic Loyalty
The Personalization Element
Simultaneity/Inseparability as a Vehicle for Responsiveness and Personalization
Conclusion
References
13 People, Ethics and Social Responsibility
Ethnocentrism Within National Boundaries
Dealing With Cultural Distance
Typical Tactical Activities Deployed by Ethnic Minority Businesses
The Choice of People to Employ
Ethnic Sensitivity Skills Training
People Tactics for Competitive Advantage
Ethnic Minority Business: Ethics and Social Responsibility
Disadvantage, Vulnerability and Poor Business Practices
Exposure to ICT-Based Structural Change
Flexibility and Evolutionary Dynamism
Summary
References
14 Environmental Forces, Ethnic Marketing and Ethnic Entrepreneurship
The Political Environment
Ethnicity, Migration and the Future of Ethnic Marketing
Implications From Differences in Immigration Policies and Acculturation
Longstanding Countries of Immigration
Australian Migration Policy Sketch
Canada, New Zealand and the USA
Past Major Emigration Countries
The Potential for Ethnic Marketing in Other Environments
Conclusion
References
Index
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