Qualitative study examines integration friction faced by immigrant entrepreneurs diversifying customer bases, indicating challenges in meeting diverse customer expectations.
Key Points
The study aims to explore the experiences of immigrant entrepreneurs attempting to expand beyond their co-ethnic markets and the challenges they face.
Conducted qualitative interviews with 30 first-generation immigrant entrepreneurs in Australia.
Examined the dynamics between serving co-ethnic and mainstream customers.
Theorized diversification as an audience-contested process influenced by customer expectations.
Entrepreneurs face incompatible customer expectations, leading to integration friction.
Integration friction results in psychological distress and social marginalization for entrepreneurs.
Venture-level consequences include customer loss, revenue instability, and reduced innovation opportunities.