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Artrepreneurship and learning in ethnic markets

Elliot, Esi Abbam, Jamal, Ahmad ORCID: and Cherian, Joseph 2018. Artrepreneurship and learning in ethnic markets. Journal of Business Research 82 , pp. 391-399. 10.1016/j.jbusres.2017.01.018

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Many scholarly studies point to the growing cultural diversity in the marketplace and subsequent cultural learning mechanisms adapted by marketers and consumers. This research advances the theoretical and instrumental understanding of cultural learning mechanisms adopted by a specific form of entrepreneurs called ethnic artrepreneurs. Using interview data with 16 ethnic artrepreneurs, the study finds that ethnic artrepreneurs' learning is cyclical in nature consisting of interconnecting stages. Following, Kolb's (1984) experiential learning theory, the study labels and discusses emerging themes as per four stages: concrete experience, reflective observation, abstract conceptualization, and active experimentation. The study represents an attempt to identify artrepreneurship as a strategic resource for marketing in ethnic markets.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Elsevier
ISSN: 0148-2963
Date of First Compliant Deposit: 16 August 2017
Date of Acceptance: 31 January 2017
Last Modified: 07 Nov 2023 22:11

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