从民族市场利基到后民族市场:拉丁裔企业市场定位的全国概况

IF 0.7 Q3 SOCIOLOGY Latino Studies Pub Date : 2022-02-02 DOI:10.1057/s41276-022-00352-9

Michael J. Pisani

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引用次数: 2

摘要

近年来，美国拉丁裔企业(lob)数量的快速增长远远超过了总体企业数量的增长。在许多方面，lob的成长和成功对国家健康的商业、经济和创业生态系统非常重要。然而，很少有针对拉美裔企业、其特点或其市场导向的全国性研究。利用斯坦福拉丁裔创业倡议(SLEI)在2018年开展的4024个lob的全国随机样本，lob按市场导向分类。根据lob的主要产品(少数民族和非少数民族)和客户维度(少数民族和非少数民族)对lob进行分类，形成了四种产品/客户类别和规模的二对二的市场导向类型:(1)少数民族市场利基(25.9%)，(2)少数民族市场体验(4.3%)，(3)少数民族友好市场(27.2%)和(4)后少数民族市场(42.6%)。通过多项逻辑回归进一步检验和估计群体分类。

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

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.

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来源期刊

Latino Studies SOCIOLOGY-

CiteScore

0.90

自引率

0.00%

发文量

期刊介绍： Latino Studies has established itself as the leading, international peer-reviewed journal for advancing interdisciplinary scholarship about the lived experience and struggles of Latinas and Latinos for equality, representation, and social justice. Sustaining the tradition of activist scholarship of the founders of Chicana and Chicano Studies and Puerto Rican Studies, the journal critically engages the study of the local, national, transnational, and hemispheric realities that continue to influence the Latina and Latino presence in the United States. It is committed to developing a new transnational research agenda that bridges the academic and non-academic worlds and fosters mutual learning and collaboration among all the Latino national groups. Latino Studies provides an intellectual forum for innovative explorations and theorization. We welcome submissions of original research articles of up to 8,000 words, from scholars and practitioners in the national and international research communities. In addition to scholarly articles, we also invite other type of submissions. Vivencias or ''reports from the field'' are short personal essays between 2000-3000 words that describe and analyze significant local issues, struggles and debates affecting the lives of Latinas/os in different regions of the country. We also welcome interviews with Latinas/os who are contributing in their local communities or nationwide (e.g. authors, artists, community activists, union leaders, etc.). Our aim in publishing the ''reports'' is to inform readers about events that are sometimes over-looked by the national and regional media.The Reflexiones Pedagógicas section includes short essays between 2000-3000 words that address issues of pedagogy and curriculum. This section contributes toward the development and institutionalization of our field in the academy. Páginas Recuperadas are short essays between 2000-3000 words that seek to recover archival documents. These essays make visible, historically significant achievements by individuals, and pivotal events in the experience of Latinas/os in the United States. El Foro is an occasional section that provides a space for essays of approximately 6000 words, addressing current events, in an effort to further engage our readers in a dialogue on the pressing issues affecting Latina/o communities today.Book and media reviews are devoted to scholarship/media on the experience of Latinas/os in the United States. Reviews are no more than 1000 words.