Marketing And Entrepreneurship Strategies: Of Ethnic Minority Businesses in the UK,Used

Marketing And Entrepreneurship Strategies: Of Ethnic Minority Businesses in the UK,Used

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SKU: DADAX3847304631
Brand: LAP Lambert Academic Publishing
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The purpose of this paper was to investigate the business practices of Afro Caribbean (ACB) ethnic minority entrepreneurs in the UK, with specific focus on their entrepreneurship and marketing activities. Additionally, the influence of the entrepreneurs educational background and the sector of operation were also evaluated. Analyses of the findings obtained through electronic and mail questionnaires from twentyseven (27) ACB small business owners indicate that their marketing activities involved the use of both transactional and relational strategies. With respect to their entrepreneurship practices, the results revealed that the ACB business owners preferred the niche minority market. It was also found that the marketing strategies adopted were influenced by the entrepreneurs educational background and the sector of operations.

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