Abstract
This study obtained Black business owners' experiences in Milwaukee, Wisconsin, via qualitative methods. The same issues (racism, loan denial, etc.) that quantitative analyses of Black businesses found existed in this study. However, this study's findings departed from previous Black business studies by providing insights into the human side of Black business owners by allowing them to provide insights into their daily challenges (inability to work with other Black businesses and lack of support from African American customers). And it found that Milwaukee's Black business owners were pessimistic about Black business opportunities over time and relative to African American businesses in other cities.
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