ABSTRACT
This chapter follows the discussion of the previous one and provides a deeper analysis of the differences and similarities between minority-owned and minority-oriented companies. The author advocates that it is essential to understand that the marketing ecosystem is way more complex and richer than a binary view of minority-owned and non-minority-owned companies since there are organizations that are minority targeted but are not minority owned that are extremely good at what they do.
For example, the author mentions Telemundo, a subsidiary of Comcast’s NBCUniversal, which is not a minority-owned media but provides invaluable services to the multicultural industry.
