Marketing strategies of ethnic minority businesses in the UK |
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| Authors: | Levent Altinay Eser Altinay |
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| Institution: | 1. Department of Hospitality, Leisure and Tourism Management , Oxford Brookes University Business School , Headington , Oxford , UK laltinay@brookes.ac.uk;3. Department of Hospitality, Leisure and Tourism Management , Oxford Brookes University Business School , Headington , Oxford , UK |
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| 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. |
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| Keywords: | transaction and relationship marketing ethnic minority United Kingdom |
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