移民创业:化挑战为机遇

AIB insights Pub Date : 2024-02-14 DOI:10.46697/001c.92943
Roberto P. Q. Falcão, Bernardo Silva-Rêgo, Eduardo P. Cruz
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引用次数: 0

摘要

外来创业者如何利用异国情调和外来者身份作为营销策略?外来移民创业者置身于浓厚的社会文化环境中,这种环境既影响他们的市场定位决策,也影响他们的营销策略。我们从市场营销的角度出发,探讨作为移民企业家如何制定成功的战略。这些企业家可能会选择以本民族社区为目标,或吸引本民族飞地以外的本地客户,提供本民族或一般无差别的产品和服务。有鉴于此,本文利用这些选择,提出了这些企业家在设计营销战略时可采取的行动。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Migrant Entrepreneurship: Turning Challenges into Opportunities
How might migrant entrepreneurs may use liabilities of foreignness and outsidership as a marketing strategy? Migrant entrepreneurs are embedded in a strong sociocultural environment, which influences both their market orientation decisions and marketing strategies. We draw from a marketing perspective to discuss how to generate successful strategies as a migrant entrepreneur. These entrepreneurs might choose between targeting their ethnic communities or attracting local customers from outside their ethnic enclaves, supplying either ethnic or general undifferentiated products and services. In this light, this article exploits these options to suggest actions that these entrepreneurs might use to design their marketing strategies.
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