From Ethnic Market Niche to a Post-Ethnic Marketplace: A National Profile of Latino-Owned Business Market Orientation

Utilizing a national random sample of 4,024 Latino-owned businesses (LOBs) undertaken by the Stanford Latino Entrepreneurship Initiative (SLEI) in 2018, LOBs are classified by market orientation. The classification segments LOBs along their primary product (Latino or non-Latino) and client (Latino or non-Latino) dimensions. The 2x2 typology creates four product/client classes: a) ethnic market niche (Latino customers/Latino product), b) ethnic market experience (non-Latino customers/Latino product), c) ethnic friendly marketplace (Latino customers/non-Latino product), and d) post-ethnic marketplace (non-Latino customers/non-Latino product). The distribution of LOBs are 25.9% ethnic market niche, 27.2% ethnic friendly marketplace, 4.3% ethnic market experience, and 42.6% post-ethnic marketplace. A multinomial logistic regression estimates the significant determinants of typology group classification.