The purpose of this research is to explore diaspora entrepreneurship from a business history and marketing perspective, and compare the differences in marketing strategies between diaspora and non-diaspora entrepreneurs in the development of cosmetic brands. The research is focused on four cosmetic brands as case studies (Avon, Estée Lauder, Maybelline, and Johnson & Johnson) and three periods of interest (date of brand creation, during the Great Depression and during World War II). A case study methodology relies heavily on the historical archives of the companies, supported by data from open-ended unstructured interviews. Thematic analysis was used, and through a combination theory of entrepreneurial opportunity identification and development, marketing strategies, and resource-based view, data was analysed through manual coding. The findings indicate that firstly, diaspora entrepreneurs have a tendency to venture into market-oriented businesses through niches, while non-diaspora entrepreneurs seem more interested in brand-oriented businesses at the point of brand creation. Secondly, during the Great Depression diaspora entrepreneurs put more endeavour into marketing innovation, whilst the non-diaspora entrepreneurs continued to improve their product through innovations, retaining the same product line and target market. Finally, during World War II diaspora entrepreneurs started to implement market segmentation, whilst non-diaspora entrepreneurs ventured into vertical product differentiation. Drawing upon literature on diasporas, entrepreneurship and marketing, this thesis has reconceptualised diaspora entrepreneurship, and studying the diaspora phenomena from a business management perspective. It contributes to the emerging stream of research on diaspora entrepreneurship and introduces a unique historical insight from a business history and marketing perspective. It notes the implications for entrepreneurs relevant to entry processes, diaspora entrepreneurship, and management. This study primarily advances a better knowledge of diaspora entrepreneurship in a historical context.
