Examines the marketing strategies of small ethnic minority retail enterprises, a growing business sector in the United Kingdom. The qualitative study analyzes data collected on 19 ethnic minority retail enterprises and 35 of their ethnic minority consumers in Cardiff and London. The study...

Simon Down's timely ethnographic study takes a philosophically reflective and empirically detailed look at the way in which enterprising people use narrative resources to construct their identity as entrepreneurs. The book draws on a wide range of intellectual sources, from naturalistic...