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首页> 外文期刊>European journal of international management >Diaspora networks in international marketing: how do ethnic products diffuse to foreign markets?
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Diaspora networks in international marketing: how do ethnic products diffuse to foreign markets?

机译：国际营销中的侨民网络：民族产品如何扩散到国外市场？

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摘要

While diaspora networks can be instrumental for diffusion, their 'all-in-one' role has remained underexplored in international marketing management literature. Diaspora actors function as part of the channel system, diffusing ethnic products and creating the 'highway' to new markets. Globalisation has increased geographic dispersion and plurality, fostering their participation in international business as connectors. To this end, exporting firms benefit from diaspora resources while co-creating participant distribution. This mechanism - the 'invisible diaspora hand' - shapes the internationalisation processes of products and ethnic value creation on behalf of the firm. This study examines how ethnic products diffuse across borders, and how diaspora networks participate in the international diffusion and ethnic crossover process by orchestrating resources across contexts and networks. The findings contribute to advancing our understanding of product diffusion and mainstreaming, and theorising on the role of transnational diaspora in international market entry, product diffusion and international marketing.
机译：虽然Diaspora网络可以是扩散的乐器，但他们的“一体化”角色在国际营销管理文献中仍然令人瞩目。侨民演员作为渠道系统的一部分，扩散民族产品并创建“高速公路”到新市场。全球化增加了地理分散和多元化，促进了他们作为连接器的国际业务的参与。为此，出口公司在共同创造参与者分配时从Diaspora资源中获益。这种机制 - “无形的侨民手” - 代表公司塑造产品和民族价值创造的国际化进程。本研究探讨了民族产品如何跨越边界，以及日复斯普拉网络如何通过在整个环境和网络中协调资源来参与国际扩散和民族交叉过程。调查结果有助于推进我们对产品扩散和主流化的理解，并了解跨国侨民在国际市场进入，产品扩散和国际营销中的作用。

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