Ethnic Entrepreneurs: the Identity-Enhancing Tactics of Global City Consumption

Ela Veresiu, Witten/Herdecke University, Germany
Markus Giesler, York University, Canada
Ethnic entrepreneurship – an underrepresented mode of global city consumption – is described, developed, compared across three global cities (Toronto, Pisa, and Berlin), and contrasted with the standard view that migrant consumers are less empowered than their sedentary counterparts.
[ to cite ]:
Ela Veresiu and Markus Giesler (2011) ,"Ethnic Entrepreneurs: the Identity-Enhancing Tactics of Global City Consumption ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.