Using an analytic autoethnography, this study investigates the survival of 20 Black-owned businesses, including the author's, amidst gentrification in Fort Greene, Brooklyn, New York. It introduces a demand-supply framework, illustrating that survival hinges on the balanced interplay of demand factors—such as attracting and maintaining customer interest and navigating competitive pressures—as well as supply factors, notably securing stable, affordable commercial space. The research emphasizes the multifaceted impact of race and racial discrimination on businesses, from strategic adaptation and operational management to financial capital access, real estate, and customer engagement. It notes that these influences arise from both inter-group and intra-group tensions, while also acknowledging that racial solidarity can offer crucial support. Strategies such as concealing racial identity and leveraging customer referrals emerge as key responses to discrimination. This research enriches the discourse on the commercial implications of gentrification for Black entrepreneurs and provides practical recommendations for policy and practice.
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