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Marketing strategies of ethnic minority businesses in the UK

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  • Levent Altinay
  • Eser Altinay

Abstract

This paper seeks to evaluate the influence of the entrepreneurs' educational backgrounds, the firm's target market, and the sector of operations on the marketing practices of Turkish ethnic minority businesses. The paper reports and analyses the findings of 227 face-to-face structured interviews with Turkish small business owners. The findings of the study indicate that Turkish ethnic minority businesses operating in different sectors use both transactional and relational approaches to marketing. Their choices of pursuing different marketing strategies are influenced by the entrepreneurs' educational backgrounds, the firm's target market, and the sector of operations.

Suggested Citation

  • Levent Altinay & Eser Altinay, 2008. "Marketing strategies of ethnic minority businesses in the UK," The Service Industries Journal, Taylor & Francis Journals, vol. 28(8), pages 1183-1197, October.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:8:p:1183-1197
    DOI: 10.1080/02642060802187967
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    Cited by:

    1. Muhammad Naveed Anwar & Elizabeth M. Daniel, 2017. "Ethnic entrepreneurs and online home-based businesses: an exploratory study," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 7(1), pages 1-21, December.
    2. Seger-Guttmann, Tali & Amit, Karin, 2024. "Minority service providers serving majority group customers: The relations between power attribution, empathy and emotional labor," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    3. Peterson, Robert A. & Crittenden, Victoria L., 2020. "Exploring customer orientation as a marketing strategy of Mexican-American entrepreneurs," Journal of Business Research, Elsevier, vol. 113(C), pages 139-148.

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