New orientations in ethnic entrepreneurship: Motivation, goals and strategies of new generation ethnic entrepreneurs

The literature on ethnic entrepreneurship has identified a blend of structural and cultural factors that influence the step towards ethnic entrepreneurship. An important issue is whether ethnic entrepreneurs produce for their own ethnic niches or whether they try to cover a wider market of customers. This difference between 'internal' and 'external' orientation has been the subject of many recent empirical investigations. However, the concentration of the ethnic entrepreneurs in traditional sectors has led many studies to focus mainly on this internal orientation, while there is a limited number of studies that address non-traditional sectors and external orientations of ethnic entrepreneurs. The current study aims to deal with new departures for ethnic entrepreneurship in terms of motivation, sectoral choice, business goals and strategies of new generation ethnic entrepreneurs. The study focuses on external orientations of new generation ethnic entrepreneurs, while it addresses in particular the way - and the extent to which - the choice for entrepreneurship is made by higher-educated ethnic young generations.