ABSTRACT
There is a gap between strategic discussions grounded or theoretical/logical reasoning and what marketing practitioners do in practice, but the importance of the gap is perceived differently while attitudes towards addressing the gap also differ. Following a discussion of the distinction between strategy and tactics in general terms, attention shifts to businesses affiliated with co-ethnic groups as the prominent area for consideration of ethnic marketing strategy.
By definition, ethnic minority businesses target their co-ethnic group (via their co-ethnic consumers), depending on the group for their survival. But shared ethnicity neither guarantees an appropriate understanding of which strategies and tactical activities are ethnic sensitive, nor does it guarantee business success. Understanding that ethnic minority businesses are just like any other business facing a somewhat protected market justifies a clear distinction between business objectives and subordinated strategies. Similarly, marketing objectives guide marketing strategies and related tactical activities.
The benefits that can accrue to all stakeholders (ethnic minority businesses, co-ethnic consumers and co-ethnic groups) from the deployment of relational strategies are highlighted. While context matters, it is possible to identify tactical activities that are expected to apply to ethnic minority businesses seeking to adopt a relational approach to ethnic marketing.
