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.
|State||Published - Nov 1 2019|
|Event||Julian Samora Research Concerence 30th Anniversary - East Lansing, MI|
Duration: Nov 1 2019 → Nov 1 2019
|Conference||Julian Samora Research Concerence 30th Anniversary|
|Period||11/1/19 → 11/1/19|