Hispanic Americans: Building Social Capital across Generations

J. Zarzosa
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引用次数: 1

Abstract

As Hispanic American women’s businesses continue to grow in the USA, there is a greater need to understand success factors relevant to these women entrepreneurs. In this chapter, I explore the market access and reach of Hispanic American women entrepreneurs. In doing this, I take into consideration issues of (1) collectivist orientation, (2) level of acculturation, and (3) social network size and composition (strong versus weak ties). The various combinations of these issues enable go-to-market strategies that will likely need to be customized to meet the needs of different groups of Hispanic and non-Hispanic consumers.
西班牙裔美国人:跨代建立社会资本
随着西班牙裔美国女性企业在美国的持续增长,我们更需要了解与这些女性企业家相关的成功因素。在本章中,我将探讨西班牙裔美国女性企业家的市场准入和影响力。在此过程中,我考虑了以下问题:(1)集体主义取向,(2)文化适应水平,以及(3)社会网络规模和组成(强与弱关系)。这些问题的各种组合使进入市场的战略可能需要定制,以满足不同群体的西班牙裔和非西班牙裔消费者的需求。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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