Diaspora marketing revisited: the nexus of entrepreneurs and consumers

Sirkeci, I; Zeren, F

Abstract

In this article, we discuss the role of diaspora as a business network and an opportunity window for foreign market entry according to the concept of diaspora market entry or transnational market entry mode. As sources of information on both home and host countries, diasporas offer opportunities and enable entrepreneurs, thus serving as significant social capital resources for foreign investors. Investors may find an easy way to enter mature markets and thus, internationalise at relative ease by the facilitating effect of diaspora presence in a target market. Diasporas, among their many characteristics, are also known for growing a longing for what is "home" or "homeland". Hence, there is a demand for those products and services they used to consume prior to migration abroad (i.e. nostalgic consumption). It takes place at a crossroads of passion for national identity and nostalgic consumption. For diaspora entrepreneurs, the social capital they have means business to satisfy the "nostalgia" demand as well as expanding markets for brands from their countries of origin.

Citation

Sirkeci, I., & Zeren, F. (2018). Diaspora marketing revisited: the nexus of entrepreneurs and consumers. Transnational Marketing Journal, 6(2), 139-157. https://doi.org/10.33182/tmj.v6i2.588

• Journal Article Type: Article
• Publication Date: Oct 1, 2018
• Deposit Date: Nov 15, 2022
• Journal: Transnational Marketing Journal
• Print ISSN: 2041-4684
• Publisher: Transnational Press London
• Volume: 6
• Issue: 2
• Pages: 139-157
• DOI: https://doi.org/10.33182/tmj.v6i2.588
• Publisher URL: https://doi.org/10.33182/tmj.v6i2.588