Hispanic Americans: Building Social Capital across Generations

Abstract

As Hispanic American women’s businesses continue to grow in the USA, there is a greater need to understand success factors relevant to these women entrepreneurs. In this chapter, I explore the market access and reach of Hispanic American women entrepreneurs. In doing this, I take into consideration issues of (1) collectivist orientation, (2) level of acculturation, and (3) social network size and composition (strong versus weak ties). The various combinations of these issues enable go-to-market strategies that will likely need to be customized to meet the needs of different groups of Hispanic and non-Hispanic consumers.

Citation

Zarzosa, J. (2019), "Hispanic Americans: Building Social Capital across Generations", Crittenden, V.L. (Ed.) Go-to-Market Strategies for Women Entrepreneurs, Emerald Publishing Limited, Leeds, pp. 137-146. https://doi.org/10.1108/978-1-78973-289-420191018