A comparison of marketing practices: perspectives first and second-generation UK South Asians.

Article


McPherson, M. 2007. A comparison of marketing practices: perspectives first and second-generation UK South Asians. International Journal of Consumer Studies. 31 (2), pp. 174-186. https://doi.org/10.1111/j.1470-6431.2006.00583.x
TypeArticle
TitleA comparison of marketing practices: perspectives first and second-generation UK South Asians.
AuthorsMcPherson, M.
Abstract

This paper highlights not only the differences and similarities in marketing activities between first and second generation South Asian entrepreneurs; but the extent to which such activities lead to convergence with the mainstream small business population also. Therefore, differences are found in the fact that first generation respondents consider organic growth, thus differentiation via expansion initiatives and related diversification, as a way to access new co-ethnic and non-ethnic customer markets. This contrasts with that of the second generation. Here these particular respondents prefer to adopt a more transparent and open approach to marketing via knowledge skills advantage, and technological expertise. A feature common to both sets of respondents, and again one which this paper argues may be indicative of any small business, finds respondents following some form of self-directed informal customer care/customer centric philosophies . Interestingly, there is no evidence to support differences in customer care and practice between the various business sectors or generation, given that such practices appear even in the absence of any formal procedures and written policies also.

Research GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
PublisherWileyBlackwell
JournalInternational Journal of Consumer Studies
ISSN1470-6423
Publication dates
Print2007
Publication process dates
Deposited08 Mar 2010
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1111/j.1470-6431.2006.00583.x
LanguageEnglish
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