Abstract This article examines how immigrant entrepreneurs ‘break-out’ of their reliance on co-ethnic markets by becoming attractive to customers beyond their own ethnic community. So far, break-out has been considered mainly an economically driven and consciously implemented strategy. By drawing upon interviews with small business owners in the Turkish food retailing sector in Vienna, as well as crowd-sourced reviews about immigrant businesses on online platforms, I want to complement this view in two aspects: First, there is considerable evidence that the entrepreneurs’ market orientation is shaped by their social embeddedness which is expressed by referring to the contradictory contexts of different expectations – not only those of their own community but also those of the majority community. Second, by using the example of the entrepreneur’s urban neighbourhood, it is suggested that break-out is not solely the result of a deliberately adopted strategy, but rather the outcome of factors far beyond the ...

中文翻译：

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“留守”还是“突围”？移民企业家（不）如何进入主流市场

摘要 本文探讨了移民企业家如何通过吸引他们自己种族社区以外的客户来“突破”他们对同族市场的依赖。到目前为止，突破主要被认为是一种经济驱动和有意识地实施的策略。通过对维也纳土耳其食品零售业小企业主的采访，以及在线平台上关于移民企业的众包评论，我想从两个方面补充这一观点：首先，有大量证据表明企业家' 市场导向是由他们的社会嵌入性所塑造的，这种嵌入性是通过参考不同期望的矛盾背景来表达的——不仅是他们自己社区的，还有大多数社区的。第二，