De un nicho étnico a un mercado postétnico: El perfil nacional de la orientación de mercado de los negocios latinos

Translated title of the contribution: From ethnic market niche to a post-ethnic marketplace: A national profile of Latino-owned business market orientation

Research output: Contribution to journalArticlepeer-review

Abstract

Recent rapid increases in the number of Latino-owned businesses (LOBs) in the United States far outpace the growth in the number of businesses generally. In many ways, the growth and success of LOBs are very important to a healthy business, economic, and entrepreneurial ecosystem nationally. Yet there are few national studies of Latino-owned businesses, their characteristics, or their market orientation. Utilizing a national random sample of 4024 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 (ethnic and non-ethnic) and client dimensions (ethnic and non-ethnic) resulting in a two-by-two market orientation typology of four product/client classes and sizes: (1) ethnic market niche (25.9%), (2) ethnic market experience (4.3%), (3) ethnic-friendly marketplace (27.2%), and (4) post-ethnic marketplace (42.6%). Group classification is further examined and estimated through a multinomial logistic regression.

Translated title of the contributionFrom ethnic market niche to a post-ethnic marketplace: A national profile of Latino-owned business market orientation
Original languageSpanish
Pages (from-to)94-117
Number of pages24
JournalLatino Studies
Volume20
Issue number1
DOIs
StatePublished - Mar 2022

Keywords

  • Latino-owned business
  • SLEI survey
  • Typology of market orientation (ethnic market niche, ethnic market experience, ethnic-friendly marketplace, post-ethnic marketplace)

Fingerprint

Dive into the research topics of 'From ethnic market niche to a post-ethnic marketplace: A national profile of Latino-owned business market orientation'. Together they form a unique fingerprint.

Cite this