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 the five Ps (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 categorized information, namely Apriori and rough set methods, are deployed in order to derive meaningful association and classification rules that are helpful to identify conditional success or performance rules.