Abstract
This paper examines the theme of subethnicity in the study of subgroups of ethnic Chinese in Toronto and their identities. Using the Hong Kong, Taiwanese and Mainland Chinese clientele as examples, this paper examines the business strategies of a selected sample of Chinese businesses with noticeable subethnic targets. Socio-cultural interpretations are offered on how these businesses package themselves through their business titles. The results confirm that there are distinctions among the three subgroups, reflecting the diverse orientations and values of their backgrounds. The study concludes with a discussion on the importance of ethnic sub-market segmentation and the implications of subethnicity to ethnic studies.
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