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Based on the advanced market conceptualizations and the emergence of market-shaping strategy and mixed business models, this study develops a theoretical definition and a practical solution of digital marketing for ethnic ventures' mixed business model and market-shaping strategy. This study argues that building an ethnic foothold can feasibly empower ethnic ventures' market-shaping over mass customization and customerization and thus allows the ventures to grow fast through their mixed business model combining business-to-business and business-to-consumer. Subsequently, for the main part, adopting a design scientific approach and relying on web demographics' interoperability and geographic reference, we design and test a procedure of market-shaping strategy for ethnic ventures. Exemplified by a data subset collected from people-finder websites regarding Vietnamese Americans in Texas, our process of mixed business model and market-shaping strategy uniquely involves three stages: (1) acquisition and identification, (2) description and secondary clustering, and (3) conscription and network-targeting. |
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