ABSTRACT
Becoming a preferred supplier to a minority ethnic group with sufficient substantiality may be a source of advantage for businesses over their competitors. Moreover, competitive advantage is likely to be as sustainable as the resilience and stability of the minority ethnic group. Provided these businesses are able to sustain their performance as preferred suppliers by meeting the group’s needs and preferences, consumer loyalty may make it difficult for other business to gain even a testing of their service-product, what they have to offer, let alone arriving at terms of exchange. Consumer loyalty may be an important aspect to consider, even in situations involving relatively small minority ethnic groups (that is, with relatively few members), since a willingness to repeat purchase can increase market attractiveness far more than suggested by the numerical strength of the group.
