Proceedings of 3rd European Business Research Conference
4 - 5 September 2014, Sheraton Roma, Rome, Italy, ISBN: 978-1-922069-59-7
Venture Growth and Development through Diaspora Marketing
– The Development of an Entrepreneurship Multicultural
Marketing Index
Paul Howe
This research focuses on identifying the parameters influencing the incubation, entrepreneurial
venture growth and development of new start-ups – through the concept of “Diaspora
Marketing”. The paper contends that one way in which new ventures can grow and develop is
through the focus initially on “diasporas” – “scattered population with a common origin in a
smaller geographic area”. An “Entrepreneurial Multicultural Marketing Index” is created from
samples surveys, focus groups and interviews in a country/city with large diasporas, namely the
Indian and Chinese populations in the San Francisco Bay Area/Silicon Valley of California,
USA. Relevant analysis of primary and secondary research is conducted to test and verify this
Index. The paper describes how an University/Corporate Spinout or a nascent entrepreneur can
use the Entrepreneurial Multicultural Marketing Index to influence, market and advertise
effectively to diaspora markets so that traction can be gained for its products or services.
Subsequently the paper describes potential for leveraging the EMMI to gain critical mass by
“crossing the chasm”. The paper then concludes with potential for further research in other
diasporas, industries/sectors and geographical locations.
Keywords: Entrepreneurship, Diaspora Marketing, Innovation, International Management
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Paul Howe, Department of Marketing and Management, International School of Management, Paris and
Partner, Head of Quantitative Research and Venture Capital, Oxbridge Capital LLP, email:
paul.howe@gtc.oxon.org