IDEAS home Printed from https://ideas.repec.org/a/mig/tmjrnl/v6y2018i2p139-157.html
   My bibliography  Save this article

Diaspora Marketing Revisited: The nexus of entrepreneurs and consumers

Author

Listed:
  • Ibrahim Sirkeci

    (Regent's University London, United Kingdom)

  • Fatma Zeren

    (Inonu University, Malatya, Turkey)

Abstract

In this article, we discuss the role of diaspora as a business network and an opportunity window for foreign market entry following the concept of diaspora market entry or transnational market entry mode. As sources of information on both home and host countries, diasporas offer opportunities and enable entrepreneurs and thus serve as a significant social capital resource for foreign investors. For willing or the reluctant, investors may find an easy way to enter mature markets and thus internationalise at relative ease by the facilitating effect of diaspora presence in a target market. Diasporas, among their many characteristics, also known for growing a longing for what is “home” or “homeland”. Thus there emerges demand for those products and services they used to consume prior to migration abroad (i.e. nostalgic consumption). It takes place at a crossroads of passion for national identity and nostalgic consumption. For diaspora entrepreneurs, the social capital they have means business to satisfy the “nostalgia” demand as well as expanding markets for brands from their countries of origin.

Suggested Citation

  • Ibrahim Sirkeci & Fatma Zeren, 2018. "Diaspora Marketing Revisited: The nexus of entrepreneurs and consumers," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 6(2), pages 139-157, October.
    • Handle: RePEc:mig:tmjrnl:v:6:y:2018:i:2:p:139-157
    DOI: https://doi.org/10.33182/tmj.v6i2.588
    as

    Download full text from publisher

    File URL: https://journals.tplondon.com/index.php/tmj/article/view/588/565
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.33182/tmj.v6i2.588?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Kate Gillespie & Liesl Riddle & Edward Sayre & David Sturges, 1999. "Diaspora Interest in Homeland Investment," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(3), pages 623-634, September.
    2. Muhammad Rizwan & Muhammad Hassan & Umme Kalsoom, 2017. "Influence Of Acculturation On The Brand Selection Of The South Asian Diaspora In The Uk," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 13(2), pages 13-11.
    3. Peter Nijkamp & Masood Gheasi & Piet Rietveld, 2011. "Migrants and International Economic Linkages: A Meta-Overview," Spatial Economic Analysis, Taylor & Francis Journals, vol. 6(4), pages 359-376, July.
    4. Sarah L. Jack, 2005. "The Role, Use and Activation of Strong and Weak Network Ties: A Qualitative Analysis," Journal of Management Studies, Wiley Blackwell, vol. 42(6), pages 1233-1259, September.
    5. Jennifer M. Sequeira & Jon C. Carr & Abdul A. Rasheed, 2009. "Transnational Entrepreneurship: Determinants of Firm Type and Owner Attributions of Success," Entrepreneurship Theory and Practice, , vol. 33(5), pages 1023-1044, September.
    6. Arent Greve & Janet W. Salaff, 2003. "Social Networks and Entrepreneurship," Entrepreneurship Theory and Practice, , vol. 28(1), pages 1-22, January.
    7. Sonderegger, Petra & Täube, Florian, 2010. "Cluster life cycle and diaspora effects: Evidence from the Indian IT cluster in Bangalore," Journal of International Management, Elsevier, vol. 16(4), pages 383-397, December.
    8. Hung, Kam & Xiao, Honggen & Yang, Xiaotao, 2013. "Why immigrants travel to their home places: Social capital and acculturation perspective," Tourism Management, Elsevier, vol. 36(C), pages 304-313.
    9. Masud Chand, 2012. "Diasporas, migration, and trade: the Indian diaspora in North America," Journal of Enterprising Communities: People and Places in the Global Economy, Emerald Group Publishing Limited, vol. 6(4), pages 383-396, October.
    10. Klaus F. Zimmermann, 1995. "Tackling the European Migration Problems," Journal of Economic Perspectives, American Economic Association, vol. 9(2), pages 45-62, Spring.
    11. Davidsson, Per & Honig, Benson, 2003. "The role of social and human capital among nascent entrepreneurs," Journal of Business Venturing, Elsevier, vol. 18(3), pages 301-331, May.
    12. Xiaohua Lin & Shaw Tao, 2012. "Transnational entrepreneurs: Characteristics, drivers, and success factors," Journal of International Entrepreneurship, Springer, vol. 10(1), pages 50-69, March.
    13. Tiia Vissak & Xiaotian Zhang, 2014. "Chinese immigrant entrepreneurs’ involvement in internationalization and innovation: Three Canadian cases," Journal of International Entrepreneurship, Springer, vol. 12(2), pages 183-201, June.
    14. S. Ram Vemuri, 2014. "Formation of Diaspora Entrepreneurs," ZenTra Working Papers in Transnational Studies 41 / 2014, ZenTra - Center for Transnational Studies.
    15. Nir Kshetri, 2013. "The Diaspora As A Change Agent In Entrepreneurship-Related Institutions In Sub-Saharan Africa," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 18(03), pages 1-27.
    16. Jørgen Carling, 2017. "Visualizing the transnational connections of China’s most African neighbourhood," Environment and Planning A, , vol. 49(6), pages 1209-1213, June.
    17. Wim Naudé & Melissa Siegel & Katrin Marchand, 2017. "Migration, entrepreneurship and development: critical questions," IZA Journal of Migration and Development, Springer;Forschungsinstitut zur Zukunft der Arbeit GmbH (IZA), vol. 6(1), pages 1-16, December.
    18. Daniel Z Levin & Helena Barnard, 2013. "Connections to distant knowledge: Interpersonal ties between more- and less-developed countries," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 44(7), pages 676-698, September.
    19. Ibrahim Sirkeci, 2013. "Transnational Marketing and Transnational Consumers," SpringerBriefs in Business, Springer, edition 127, number 978-3-642-36775-5, January.
    20. Ibrahim Sirkeci, 2016. "Transnational Döner Kebab taking over the UK," Transnational Marketing Journal, Oxbridge Publishing House, UK, vol. 4(2), pages 143-158, October.
    21. Hatzigeorgiou Andreas, 2010. "Migration as Trade Facilitation: Assessing the Links between International Trade and Migration," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 10(1), pages 1-35, March.
    22. Ibrahim Sirkeci & Andrej Přívara, 2017. "Cost of Sending Remittances from the UK in the Aftermath of the Financial Crisis," Remittances Review, Remittances Review, vol. 2(1), pages 47-56, May.
    23. Hoang, Ha & Antoncic, Bostjan, 2003. "Network-based research in entrepreneurship: A critical review," Journal of Business Venturing, Elsevier, vol. 18(2), pages 165-187, March.
    24. Muhammad Rizwan & Muhammad Hassan & Umme Kalsoom, 2017. "Influence Of Acculturation On The Brand Selection Of The South Asian Diaspora In The Uk," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 13(2), pages 148-160.
    25. Riddle, Liesl & Hrivnak, George A. & Nielsen, Tjai M., 2010. "Transnational diaspora entrepreneurship in emerging markets: Bridging institutional divides," Journal of International Management, Elsevier, vol. 16(4), pages 398-411, December.
    26. Seema Sangita, 2013. "The Effect of Diasporic Business Networks on International Trade Flows," Review of International Economics, Wiley Blackwell, vol. 21(2), pages 266-280, May.
    27. Maria Elo, 2016. "Typology of diaspora entrepreneurship: Case studies in Uzbekistan," Journal of International Entrepreneurship, Springer, vol. 14(1), pages 121-155, March.
    28. Jonathan Levie, 2007. "Immigration, In-Migration, Ethnicity and Entrepreneurship in the United Kingdom," Small Business Economics, Springer, vol. 28(2), pages 143-169, March.
    29. Pinar Yazgan & Deniz Eroglu Utku & Ibrahim Sirkeci, 2015. "Syrian Crisis and Migration," Migration Letters, Migration Letters, vol. 12(3), pages 181-192, September.
    30. Sirkeci, Ibrahim & Cohen, Jeffrey H., 2016. "Cultures of Migration and Conflict in Contemporary Human Mobility in Turkey," European Review, Cambridge University Press, vol. 24(3), pages 381-396, July.
    31. Petra Sonderegger & Florian Taübe, 2010. "Cluster life cycle and diaspora effects: Evidence from the Indian IT cluster in Bangalore," ULB Institutional Repository 2013/206767, ULB -- Universite Libre de Bruxelles.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ibrahim Halil Efendioglu & Yakup Durmaz, 2022. "The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users," Papers 2209.13596, arXiv.org.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sharon Doreen Mayer & Aki Harima & Jörg Freiling, 2015. "The Adaptation of Intentional Immigrant Entrepreneurs: A Case Study," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 3(3), pages 95-122.
    2. Maria Elo, 2015. "Diaspora networks in international business: a review on an emerging stream of research," Chapters, in: Handbook on International Alliance and Network Research, chapter 1, pages 13-41, Edward Elgar Publishing.
    3. Jonathan Marks & Samuel Dawa & Shungu Kanyemba, 2020. "Transnational Entrepreneurship in Sub-Saharan Africa: An Absorptive Capacity Theory of Knowledge Spillover Entrepreneurship Perspective," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 6(1), pages 114-139, January.
    4. Jean-Marie Nkongolo-Bakenda & Elie V. Chrysostome, 2020. "Exploring the organizing and strategic factors of diasporic transnational entrepreneurs in Canada: An empirical study," Journal of International Entrepreneurship, Springer, vol. 18(3), pages 336-372, September.
    5. Elo, Maria & Täube, Florian A. & Servais, Per, 2022. "Who is doing “transnational diaspora entrepreneurship”? Understanding formal identity and status," Journal of World Business, Elsevier, vol. 57(1).
    6. Abd Hamid, Hamizah & Pidduck, Robert J. & Newman, Alexander & Ayob, Abu Hanifah & Sidek, Farhana, 2023. "Intercultural resource arbitrageurs: A review and extension of the literature on transnational entrepreneurs," Journal of Business Research, Elsevier, vol. 165(C).
    7. Nick Williams & Besnik A. Krasniqi, 2018. "Coming out of conflict: How migrant entrepreneurs utilise human and social capital," Journal of International Entrepreneurship, Springer, vol. 16(2), pages 301-323, June.
    8. Jan Wiers & Didier Chabaud, 2022. "Bibliometric analysis of immigrant entrepreneurship research 2009–2019," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 12(1), pages 441-464, December.
    9. Lavlu Mozumdar & Geoffrey Hagelaar & Valentina C. Materia & S. W. F. Omta & Mohammad Amirul Islam & Gerben Velde, 2019. "Embeddedness or Over-Embeddedness? Women Entrepreneurs’ Networks and Their Influence on Business Performance," The European Journal of Development Research, Palgrave Macmillan;European Association of Development Research and Training Institutes (EADI), vol. 31(5), pages 1449-1469, December.
    10. Nick Williams, 2018. "Mobilising diaspora to promote homeland investment: The progress of policy in post-conflict economies," Environment and Planning C, , vol. 36(7), pages 1256-1279, November.
    11. Sui, Sui & Morgan, Horatio M. & Baum, Matthias, 2015. "Internationalization of immigrant-owned SMEs: The role of language," Journal of World Business, Elsevier, vol. 50(4), pages 804-814.
    12. Elvin Afandi & Majid Kermani & Fuad Mammadov, 2017. "Social capital and entrepreneurial process," International Entrepreneurship and Management Journal, Springer, vol. 13(3), pages 685-716, September.
    13. Rose Quan & Mingyue Fan & Michael Zhang & Huan Sun, 2019. "A dynamic dual model: The determinants of transnational migrant entrepreneurs' embeddedness in the UK," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 15(2), pages 29-56.
    14. Thorsten Semrau & Arndt Werner, 2014. "How Exactly Do Network Relationships Pay Off? The Effects of Network Size and Relationship Quality on Access to Start–Up Resources," Entrepreneurship Theory and Practice, , vol. 38(3), pages 501-525, May.
    15. Maribel Guerrero & Vesna Mandakovic & Mauricio Apablaza & Veronica Arriagada, 2021. "Are migrants in/from emerging economies more entrepreneurial than natives?," International Entrepreneurship and Management Journal, Springer, vol. 17(2), pages 527-548, June.
    16. Susanna Slotte–Kock & Nicole Coviello, 2010. "Entrepreneurship Research on Network Processes: A Review and Ways Forward," Entrepreneurship Theory and Practice, , vol. 34(1), pages 31-57, January.
    17. Pruthi, Sarika, 2014. "Social ties and venture creation by returnee entrepreneurs," International Business Review, Elsevier, vol. 23(6), pages 1139-1152.
    18. Soetanto, Danny, 2019. "Examining change in entrepreneurial networks: Using visualisation as an alternative approach," European Management Journal, Elsevier, vol. 37(2), pages 139-150.
    19. Aki Harima, 2014. "Network Dynamics of Descending Diaspora Entrepreneurship: Multiple Case Studies with Japanese Entrepreneurs in Emerging Economies," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 10(4), pages 65-92.
    20. Nick Williams & Adnan Efendic, 2019. "Internal displacement and external migration in a post-conflict economy: Perceptions of institutions among migrant entrepreneurs," Journal of International Entrepreneurship, Springer, vol. 17(4), pages 558-585, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mig:tmjrnl:v:6:y:2018:i:2:p:139-157. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Oxbridge Publishing House (email available below). General contact details of provider: https://www.transnationalmarket.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.