000			02984 a2200397 4500
001			1315454874
005			20250317111608.0
008			250312042018GB eng
020			_a9781315454870
037			_bTaylor & Francis _cGBP 39.99 _fBB
040			_a01
041			_aeng
072	7		_aKJSM _2thema
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072	7		_aBUS000000 _2bisac
072	7		_aBUS043000 _2bisac
072	7		_aBUS043060 _2bisac
072	7		_aBUS097000 _2bisac
100	1		_aGuilherme Pires
245	1	0	_aEthnic Marketing _bTheory, Practice and Entrepreneurship
250			_a1
260			_aOxford _bRoutledge _c20181217
300			_a374 p
520			_bTogether with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country’s mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers cannot be expected to assimilate, then they maintain some significant degree of unique ethnicity related consumer characteristics that convert into threats and opportunities for business. The inherent socialisation process also provides opportunities for ethnic entrepreneurship and for proliferation of ethnic minority business. Following from the extensive examination of scholarly perspectives of ethnic marketing theory, there is an acknowledged and marked divide between theoretical exhortations and what is done in practice, a relative oversight of the implications of mixed embedded markets, and a propinquity to overlook the crucial role played by ethnic entrepreneurship and ethnic networks. Opportunity valuations are difficult to enact due to a lack of intelligence about ethnic markets. Variable sentiment about the future of ethnic marketing links to different predictions on how the drivers of globalization will impact on the acculturation paths of ethnic minorities. Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives. The ultimate objective is to reduce the theory-practice divide through the development of a collaborative framework between business and scholars that converts into theory-in-use.
700	1		_aJohn Stanton _4A01
999			_c4730 _d4730