An exploratory investigation into the marketing practices of small Asian-Owned Retail Businesses in the U.K View Full Text


Ontology type: schema:Chapter     


Chapter Info

DATE

2015

AUTHORS

Shiv Chaudhry , Dave Crick

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. More... »

PAGES

66-66

Book

TITLE

New Meanings for Marketing in a New Millennium

ISBN

978-3-319-11926-7
978-3-319-11927-4

Identifiers

URI

http://scigraph.springernature.com/pub.10.1007/978-3-319-11927-4_19

DOI

http://dx.doi.org/10.1007/978-3-319-11927-4_19

DIMENSIONS

https://app.dimensions.ai/details/publication/pub.1019131024


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