Breeding places for ethnic entrepreneurs: a comparative marketing approach
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.
Year of publication: |
2002
|
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Authors: | Masurel, E. ; Nijkamp, P. ; Vindigni, G. |
Institutions: | Faculteit der Economische Wetenschappen en Bedrijfskunde, Vrije Universiteit |
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