Marketing practices of African and Caribbean small businesses in London, UK

Presents an assessment of the marketing practices among African and Caribbean small businesses in London. Findings reveal the patchy application of an adapted market orientation framework; also indicates “informal” marketing deliberations taking place and is consistent with Stokes and Blackburn’s assertion that marketing in the small business sector seems to be an informal and unplanned activity that relies on the intuition and energy of the owner‐manager. The study was undertaken in response to calls for marketing‐related research in this sector and the results provide valuable insights into the UK’s intercultural dynamics. The study reveals considerable degree of evenness between the ease or difficulty of securing bank loans. The paper concludes by drawing attention to managerial implications and future research directions.