Breeding places for ethnic entrepreneurs: a comparative marketing approach

Authors: Enno Masurel¹; Peter Nijkamp²; Gabriella Vindigni³

Source: Entrepreneurship and Regional Development, Volume 16, Number 1, January 2004 , pp. 77-86(10)

Publisher: Routledge, part of the Taylor & Francis Group

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Abstract:

This paper aims to examine the performance conditions of ethnic (migrant) entrepreneurs in a modern economy. After a broad overview of key issues, an analytical tool from marketing theory is proposed, based on the five Ps (Product, Price, Place, Personnel and Promotion). Next, an empirical application is presented, in which results from an in-depth interview study on Moroccan entrepreneurs in Amsterdam are discussed. Given the linguistic and qualitative information in our data base, two recently developed pattern recognition methods for categorized information, namely Apriori and rough set methods, are deployed in order to derive meaningful association and classification rules that are helpful to identify conditional success or performance rules.

Keywords: economics of minorities; marketing; entrepreneurship

Document Type: Research article

DOI: http://dx.doi.org/10.1080/0898562042000205045

Affiliations: 1: Economic and Social Institute Free University Amsterdam The Netherlands, Email: emasurel@feweb.vu.nl 2: Department of Spatial Economics Free University Amsterdam The Netherlands 3: Dipartimento di Scienze Economiche Agrarie ed Estimative University of Catania Catania Italy

Publication date: 2004-01-01

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