Ethnic Entrepreneurship: Creating an Identity-Enhancing Assemblage of Public and Private Servicescapes in the Global City

Ela Veresiu, Witten/Herdecke University, Germany
Markus Giesler, York University, Canada
We draw upon the global city literature to integrate two disparate strands of consumer research: consumer acculturation and servicescapes. Based on a multi-city investigation of Roma migrants, we develop the construct of ethnic entrepreneurship as an underrepresented mode of producerly-consumption through which an array of public and private servicescapes is transformed into an assemblage of identity-enhancing resources.
[ to cite ]:
Ela Veresiu and Markus Giesler (2011) ,"Ethnic Entrepreneurship: Creating an Identity-Enhancing Assemblage of Public and Private Servicescapes in the Global City ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 125-126.