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Artrepreneurship and learning in ethnic markets

Esi Abbam Elliot, Ahmad Jamal and Joseph Cherian

Journal of Business Research, 2018, vol. 82, issue C, 391-399

Abstract: Many scholarly studies point to the growing cultural diversity in the marketplace and subsequent cultural learning mechanisms adapted by marketers and consumers. This research advances the theoretical and instrumental understanding of cultural learning mechanisms adopted by a specific form of entrepreneurs called ethnic artrepreneurs. Using interview data with 16 ethnic artrepreneurs, the study finds that ethnic artrepreneurs' learning is cyclical in nature consisting of interconnecting stages. Following, Kolb's (1984) experiential learning theory, the study labels and discusses emerging themes as per four stages: concrete experience, reflective observation, abstract conceptualization, and active experimentation. The study represents an attempt to identify artrepreneurship as a strategic resource for marketing in ethnic markets.

Keywords: Cultural diversity; Ethnic entrepreneurs; Experiential learning (search for similar items in EconPapers)
Date: 2018
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