Exploring customer orientation as a marketing strategy of Mexican-American entrepreneurs

Robert A. Peterson and Victoria L. Crittenden

Journal of Business Research, 2020, vol. 113, issue C, 139-148

Abstract: Customer orientation is a major tenet of the entrepreneurial marketing concept, especially as the concept applies to small- and medium-sized minority businesses. The present exploratory research focuses on the customer orientation of Mexican-American entrepreneurs in the context of enclave theory, firm performance, and immigrant generation. A discernible percentage of the firms of the Mexican-American entrepreneurs surveyed followed a co-ethnic enclave customer orientation marketing strategy. However, the most common entrepreneurial marketing strategy observed was oriented toward a mixture of Hispanic and non-Hispanic customers. First generation Mexican-American entrepreneurs differed from second-and later-generation Mexican-American entrepreneurs in terms of the extent to which they employed co-ethnic customer and employee strategies as well as their self-assessed business skills. Even so, perceived business performance did not differ across customer orientation strategies and was relatively similar across immigrant generation and other personal and firm characteristics.

Keywords: Mexican-American entrepreneurs; Customer orientation; Coethnics; Business performance; Business skills; Immigration status (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:113:y:2020:i:c:p:139-148

DOI: 10.1016/j.jbusres.2018.12.059

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