... without a COI marketing-based strategy. The COI marketing strategy can be implemented by emerging country entrepreneurs as a form of cultural arbitrage both in domestic and in international markets, balancing different facets of COI in alignment with cognitive or affective components of consumer behaviour...

... that they utilize for cultural arbitrage, enabling them to recognize opportunities and foster growth in their businesses. Design/methodology/approach A globally representative sample of 56,728 entrepreneurs, including 4,989 immigrants, reported on their pursuits of growth for the Global Entrepreneurship Monitor...