Breeding places for ethnic entrepreneurs: a comparative marketing approach

E. Masurel, Peter Nijkamp and G. Vindigni
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E. Masurel: Vrije Universiteit Amsterdam, Faculteit der Economische Wetenschappen en Econometrie (Free University Amsterdam, Faculty of Economics Sciences, Business Administration and Economitrics

No 23, Serie Research Memoranda from VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics

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 5 P’s (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 categorised information, viz. apriori and rough set methods, are deployed in order to derive meaningful association and classification rules which are helpful to identify conditional success or performance rules.

Date: 2002
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Journal Article: Breeding places for ethnic entrepreneurs: a comparative marketing approach (2004)
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