University of Oulu

Golgeci, I., Arslan, A., Kentosova, V., Callaghan, D. and Pereira, V. (2023), "The role of marketing agility and risk propensity in resilience and survival of eastern European immigrant entrepreneurs in Denmark", International Journal of Entrepreneurial Behavior & Research, Vol. ahead-of-print No. ahead-of-print.

The role of marketing agility and risk propensity in resilience and survival of eastern European immigrant entrepreneurs in Denmark

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Author: Golgeci, Ismail1; Arslan, Ahmad2; Kentosova, Veronika1;
Organizations: 1Department of Business Development and Technology, Aarhus Universitet, Aarhus, Denmark
2Department of Marketing, Management and International Business, Oulun Yliopisto, Oulu, Finland
3Business School, Edge Hill University, Ormskirk, UK
4NEOMA Business School–Reims Campus, Reims, France
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.5 MB)
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Language: English
Published: Emerald), 2023
Publish Date: 2023-01-16


Purpose: While extant research has increasingly examined minority entrepreneurs, less attention has been paid to Eastern European immigrant entrepreneurs and the role that marketing agility and risk propensity play in their resilience and survival in Nordic countries. This paper aims to highlight the importance of these factors for Eastern European immigrant entrepreneurs in the developed Nordic economy of Denmark.

Design/methodology/approach: This paper adopts the dynamic capabilities view as a theoretical framework and uses a qualitative research approach with interviews as the main data collection method. The empirical sample comprises 12 entrepreneurs originating from Hungary, Slovakia, Latvia, Lithuania and Romania, who operate in Denmark.

Findings: The findings show that contrary to prior studies that have highlighted a reliance among the migrant entrepreneurial community on ethnic networks as their dominant target market, Eastern European immigrant entrepreneurs located in Denmark, in contrast, focused on attracting Danish consumers as their target market audience. Leveraging multiple networks was therefore found to be critical to the survival of these immigrant ventures. Additionally, the entrepreneurs’ marketing agility, underpinned by their optimistic approach, growth ambitions and passion for entrepreneurship, was found to play a pivotal role in their survival. Finally, despite the stable institutional environment in Denmark and the ease of doing business (both of which are influential factors in shaping the risk propensity and risk perception of entrepreneurs), the authors found immigrant entrepreneurs’ risk propensity to be rather low, which was contrary to the expectations.

Originality/value: The current paper is one of the first studies that explicitly analyzes the roles of marketing agility and risk propensity in the resilience and survival of the ventures of relatively skilled immigrant entrepreneurs from Eastern Europe in a developed Nordic economy (Denmark). The paper’s findings also challenge the notion associated with immigrant entrepreneurial ventures being primarily focused on ethnic customers or enclaves. The paper also specifies the peculiarities of marketing agility in immigrant entrepreneurial contexts and solidifies the importance of diverse networks in immigrant business survival and development.

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Series: International journal of entrepreneurial behaviour & research
ISSN: 1355-2554
ISSN-E: 1758-6534
ISSN-L: 1355-2554
Issue: Online first
DOI: 10.1108/ijebr-03-2022-0214
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2022, Ismail Golgeci, Ahmad Arslan, Veronika Kentosova, Deborah Callaghan and Vijay Pereira. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at