Understanding practices at the “ethnic” marketing/entrepreneurship interface: a case study of Kirit Pathak

This paper reports on a case history drawn from a larger investigation that profiled “successful” Asian entrepreneurs in order to encourage future entrepreneurship within the broad Asian community in the UK. Asian entrepreneurs were chosen for the larger study due to their propensity to engage in entrepreneurial activities in the UK in comparison to other ethnic communities. Ten case histories were developed via personal interviews with entrepreneurs in the Asian Eye “Rich‐List” of the 100 wealthiest Asians in the UK and data was supported with information from Web sites, newspapers etc. One case history is presented in this paper in order to explore the richness of the qualitative data and this serves as a learning vehicle for future ethnic businessmen and women working at the marketing/entrepreneurship interface.