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Understanding practices at the “ethnic” marketing/entrepreneurship interface: a case study of Kirit Pathak

Understanding practices at the “ethnic” marketing/entrepreneurship interface: a case study of... This paper reports on a case history drawn from a larger investigation that profiled “successful” Asian entrepreneurs in order to encourage future entrepreneurship within the broad Asian community in the UK. Asian entrepreneurs were chosen for the larger study due to their propensity to engage in entrepreneurial activities in the UK in comparison to other ethnic communities. Ten case histories were developed via personal interviews with entrepreneurs in the Asian Eye “Rich‐List” of the 100 wealthiest Asians in the UK and data was supported with information from Web sites, newspapers etc. One case history is presented in this paper in order to explore the richness of the qualitative data and this serves as a learning vehicle for future ethnic businessmen and women working at the marketing/entrepreneurship interface. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Understanding practices at the “ethnic” marketing/entrepreneurship interface: a case study of Kirit Pathak

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750410540191
Publisher site
See Article on Publisher Site

Abstract

This paper reports on a case history drawn from a larger investigation that profiled “successful” Asian entrepreneurs in order to encourage future entrepreneurship within the broad Asian community in the UK. Asian entrepreneurs were chosen for the larger study due to their propensity to engage in entrepreneurial activities in the UK in comparison to other ethnic communities. Ten case histories were developed via personal interviews with entrepreneurs in the Asian Eye “Rich‐List” of the 100 wealthiest Asians in the UK and data was supported with information from Web sites, newspapers etc. One case history is presented in this paper in order to explore the richness of the qualitative data and this serves as a learning vehicle for future ethnic businessmen and women working at the marketing/entrepreneurship interface.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Sep 1, 2004

Keywords: Private ownership; Ethnic groups; Marketing management; Entrepreneurialism; Interface management

References