The Culture of Entrepreneurship: Towards a Relational Perspective

Playing to win: an explorative study of marketing strategies of small ethnic retail entrepreneurs in the UK

“…Unlike any other SME enterprise, the participating entrepreneurs were quite conscious and proactive (rather than unconscious and passive) in their efforts to develop relationships and communications with their ethnic consumers (Carson and Gilmore, 2000;Carson et al, 1995;Hills and La Forge, 1992;Stokes, 2000). This is in line with previous research that argued that ethnic entrepreneurs took an active interest in identity relations and in building long-term relationships with consumers Dyer and Ross, 2000;Iyer and Shapiro, 1999;Ram, 1994;Seltsikas and Lybereas, 1996).…”