Abstract

This chapter provides a novel perspective on ethnic marketing by looking at the specific case of social innovation as a marketing strategy employed by ethnic entrepreneurs. Ethnic marketing reflects the practice of marketing to one or more segments of consumers with a specific ethnicity. Such practices are often used by mainstream marketers interested in capitalizing on the opportunities arising out of a growing cultural diversity in the marketplace. In this context, Pires and Stanton (2005) emphasize the importance of understanding culturally specific needs and developing resonant ethnic marketing strategies. Ethnic minority entrepreneurs (henceforth, ethnic entrepreneurs) are best placed in serving the unique cultural needs of ethnic minority consumers given they share the same or similar cultural values, traditions and histories.