Marketing And Entrepreneurship Strategies

The purpose of this paper was to investigate the business practices of Afro- Caribbean (ACB) ethnic minority entrepreneurs in the UK, with specific focus on their entrepreneurship and marketing activities. Additionally, the influence of the entrepreneurs educational background and the sector of operation were also evaluated. Analyses of the findings obtained through electronic and mail questionnaires from twenty-seven (27) ACB small business owners indicate that their marketing activities involved the use of both transactional and relational strategies. With respect to their entrepreneurship practices, the results revealed that the ACB business owners preferred the niche minority market. It was also found that the marketing strategies adopted were influenced by the entrepreneurs educational background and the sector of operations.

Autorentext

Dr. Olusola Osineye is a management consultant and entrepreneur. He initially trained as a dentist at the College of Medicine, University of Lagos, Nigeria. He holds an MBA (International Business) degree from the University of Greenwich, London. His area of interests are in entrepreneurship, international business and strategic manangement.