Diaspora Marketing Revisited: The nexus of entrepreneurs and consumers


  • Ibrahim Sirkeci Regent's University London, Centre for Transnational Business and Management https://orcid.org/0000-0002-2334-7424
  • Fatma Zeren Inonu University




Low-skilled migrants, Austria and California, refugees, integration policy


In this article, we discuss the role of diaspora as a business network and an opportunity window for foreign market entry following the concept of diaspora market entry or transnational market entry mode. As sources of information on both home and host countries, diasporas offer opportunities and enable entrepreneurs and thus serve as a significant social capital resource for foreign investors. For willing or the reluctant, investors may find an easy way to enter mature markets and thus internationalise at relative ease by the facilitating effect of diaspora presence in a target market. Diasporas, among their many characteristics, also known for growing a longing for what is “home” or “homeland”. Thus there emerges demand for those products and services they used to consume prior to migration abroad (i.e. nostalgic consumption). It takes place at a crossroads of passion for national identity and nostalgic consumption. For diaspora entrepreneurs, the social capital they have means business to satisfy the “nostalgia” demand as well as expanding markets for brands from their countries of origin.

Author Biography

Ibrahim Sirkeci, Regent's University London, Centre for Transnational Business and Management

Ibrahim Sirkeci is Professor of Transnational Studies & Marketing and Director of Centre for Transnational Business and Management at Regent’s University London. Ibrahim Sirkeci received his PhD in Geography in 2003 from the University of Sheffield. He is also a graduate of Bilkent University and Institute of Education (University College London). Before joining Regent's University London in 2005, Prof Sirkeci worked at the University of Bristol and Atilim University.


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How to Cite

Sirkeci, I. and Zeren, F. (2018) “Diaspora Marketing Revisited: The nexus of entrepreneurs and consumers”, Transnational Marketing Journal. London, UK, 6(2), pp. 139–157. doi: 10.33182/tmj.v6i2.588.




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