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Female Immigrant Entrepreneurs’ Entrepreneurial Marketing Experiences in Helsinki Metropolitan Area

Shafae, Leila LU and Niemelä, Riikka-Liisa LU (2016) BUSN39 20161
Department of Business Administration
Abstract
The purpose of this study is to understand and gain insights into the entrepreneurial marketing experiences of female immigrant women in the Helsinki metropolitan area. There is limited literature on immigrant entrepreneurs in Finland and even less regarding female immigrant entrepreneurs, thus it is important to investigate this subject matter.

A qualitative research method is adopted, through the use of semi-structured interviews, in order to gain detailed knowledge and to help reach the aims of the study. A total of seven female immigrant entrepreneurs and three experts from entrepreneurship guidance offices are interviewed for this study. The theory part of this study focuses on micro-sized companies’ entrepreneurial marketing,... (More)
The purpose of this study is to understand and gain insights into the entrepreneurial marketing experiences of female immigrant women in the Helsinki metropolitan area. There is limited literature on immigrant entrepreneurs in Finland and even less regarding female immigrant entrepreneurs, thus it is important to investigate this subject matter.

A qualitative research method is adopted, through the use of semi-structured interviews, in order to gain detailed knowledge and to help reach the aims of the study. A total of seven female immigrant entrepreneurs and three experts from entrepreneurship guidance offices are interviewed for this study. The theory part of this study focuses on micro-sized companies’ entrepreneurial marketing, including their limited resources, joined ownership and management, organisational structure and management approach, local networking and entrepreneurial marketing tools.

On the basis of the results of this study, it can be concluded that a new insight into limited resources was evident regarding language skills among those who do not speak the local language. Another new insight came from one startup company, which stood out from others by managing their entrepreneurial marketing in a highly planned and organized manner. In-depth market research was also implemented in some companies. Female immigrant entrepreneurs displayed advantages in terms of language skills, personality, cultural characteristics and creativity. Cultural aspects had a positive impact and the importance of finding the right communication style for the culture is evident from this study. (Less)
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author
Shafae, Leila LU and Niemelä, Riikka-Liisa LU
supervisor
organization
course
BUSN39 20161
year
type
H1 - Master's Degree (One Year)
subject
keywords
Immigrant, entrepreneur, female, marketing
language
English
id
8886050
date added to LUP
2016-07-04 14:38:37
date last changed
2016-07-04 14:38:37
@misc{8886050,
  abstract     = {The purpose of this study is to understand and gain insights into the entrepreneurial marketing experiences of female immigrant women in the Helsinki metropolitan area. There is limited literature on immigrant entrepreneurs in Finland and even less regarding female immigrant entrepreneurs, thus it is important to investigate this subject matter.

A qualitative research method is adopted, through the use of semi-structured interviews, in order to gain detailed knowledge and to help reach the aims of the study. A total of seven female immigrant entrepreneurs and three experts from entrepreneurship guidance offices are interviewed for this study. The theory part of this study focuses on micro-sized companies’ entrepreneurial marketing, including their limited resources, joined ownership and management, organisational structure and management approach, local networking and entrepreneurial marketing tools. 
 
On the basis of the results of this study, it can be concluded that a new insight into limited resources was evident regarding language skills among those who do not speak the local language. Another new insight came from one startup company, which stood out from others by managing their entrepreneurial marketing in a highly planned and organized manner. In-depth market research was also implemented in some companies. Female immigrant entrepreneurs displayed advantages in terms of language skills, personality, cultural characteristics and creativity. Cultural aspects had a positive impact and the importance of finding the right communication style for the culture is evident from this study.},
  author       = {Shafae, Leila and Niemelä, Riikka-Liisa},
  keyword      = {Immigrant,entrepreneur,female,marketing},
  language     = {eng},
  note         = {Student Paper},
  title        = {Female Immigrant Entrepreneurs’ Entrepreneurial Marketing Experiences in Helsinki Metropolitan Area},
  year         = {2016},
}