Migrant Entrepreneurship: Turning Challenges into Opportunities

Abstract

How might migrant entrepreneurs may use liabilities of foreignness and outsidership as a marketing strategy? Migrant entrepreneurs are embedded in a strong sociocultural environment, which influences both their market orientation decisions and marketing strategies. We draw from a marketing perspective to discuss how to generate successful strategies as a migrant entrepreneur. These entrepreneurs might choose between targeting their ethnic communities or attracting local customers from outside their ethnic enclaves, supplying either ethnic or general undifferentiated products and services. In this light, this article exploits these options to suggest actions that these entrepreneurs might use to design their marketing strategies.