The Innovative Entrepreneurial Marketing Journey and Sustainable Development of Southeast Asian Immigrants

Abstract

The southeast Asian new immigrants face significant barriers in employment due to language and cultural differences, making it challenging for them to find jobs. Consequently, many southeast Asian immigrants have turned to entrepreneurship as a means to achieve economic independence and contribute to their family’s income. This study adopts entrepreneurial marketing (EM) as a theoretical lens and utilizes a process research methodology, based on sequentially ordered events, to explore the entrepreneurial journey of immigrant micro and small to medium-sized enterprises (SMEs). Employing purposive sampling, twenty-two southeast Asian immigrant entrepreneurs were selected for in-depth interviews to ensure data quality through multiple data collection methods. The research developed a dynamic adjustment model and management mechanisms for the entrepreneurial marketing of immigrant micro and SMEs. These findings not only bridge theoretical gaps in immigrant entrepreneurship strategy but also deepen the academic understanding of the dynamism in entrepreneurial marketing. Practically, the outcomes assist immigrant micro and small business entrepreneurs in developing operational strategies and serve as a reference for governmental units in crafting immigrant policies.