Entrepreneurial orientation in small ethnic firms is embedded in a strong sociocultural environment, which influences their market orientation. For this reason, entrepreneurs choose between either focusing their businesses on their ethnic communities or attracting mainstream customers from outside their ethnic enclave. The article aims to contribute to the knowledge of ethnic and immigrant firms by taking a detailed look at their marketing orientation and strategic decisions. To perform this study, the researchers used a multi-method qualitative data collection, including the analysis of different entrepreneur cases, within several Brazilian communities overseas, which illustrate four different marketing orientations of ethnic entrepreneurs: (i) “focus on the ethnic niche market,” (ii) “focus on specific interests,” (iii) “focus on exotic products for the mainstream customer,” and (iv) “focus on highly competitive markets.” Authors draw a 2x2 matrix as an output of the research.

小型民族企业的创业取向植根于强大的社会文化环境中，这影响了它们的市场取向。因此，企业家可以选择在将业务聚焦于族裔社区还是吸引来自族裔聚居地以外的主流客户之间进行选择。本文旨在通过详细研究其营销方向和战略决策，为民族和移民公司的知识做出贡献。为了进行这项研究，研究人员使用了多种方法的定性数据收集，包括在海外几个巴西社区内对不同企业家案例的分析，这些数据说明了民族企业家的四种不同的营销方向：（i）“关注少数民族市场” ”（ii）“关注特定兴趣，”（iii）“专注于为主流客户提供异国情调的产品”，（iv）“专注于竞争激烈的市场”。作者绘制了一个2x2矩阵作为研究结果。