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Artrepreneurship and learning in ethnic markets

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  • Elliot, Esi Abbam
  • Jamal, Ahmad
  • Cherian, Joseph

Abstract

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.

Suggested Citation

  • Elliot, Esi Abbam & Jamal, Ahmad & Cherian, Joseph, 2018. "Artrepreneurship and learning in ethnic markets," Journal of Business Research, Elsevier, vol. 82(C), pages 391-399.
    • Handle: RePEc:eee:jbrese:v:82:y:2018:i:c:p:391-399
    DOI: 10.1016/j.jbusres.2017.01.018
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    References listed on IDEAS

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    Cited by:

    1. Srinivas Venugopal, 2021. "Envisioning a community‐centric approach to impact assessments in subsistence marketplaces," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 118-133, March.
    2. da Fonseca, André Luís A. & Campos, Roberta D., 2021. "The cultural intertwining of consumption and entrepreneurship: A selective review of qualitative studies," Journal of Business Research, Elsevier, vol. 135(C), pages 149-162.
    3. Zanette, Maria Carolina & Brito, Eliane Pereira Zamith & Fontenelle, Isleide Arruda & de Camargo Heck, Marina, 2021. "Eating one’s own otherness: When producers commercialize their ethnicities," Journal of Business Research, Elsevier, vol. 129(C), pages 134-144.
    4. Elliot, Esi Abbam & Cavazos, Carmina, 2021. "Artrepreneurship and transmodernity," Journal of Business Research, Elsevier, vol. 131(C), pages 722-734.

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