Abstract
This chapter draws attention to a fundamental question that minority entrepreneurs ask themselves: “Who am I?” A key insight is that their self-identities are multifaceted, as reflected in distinct collective, relational and personal orientations. They enact their collective identity orientation when they strongly identify with their own community. Meanwhile, they enact their relational and personal identity orientations when they primarily see themselves as relationship partners and unique individuals, respectively. A strategic identity orientation reflects their tendency to enact a match between their identity orientation and external environment that advances their business interests. Such an identity orientation can help them mobilize external resources, and keep their need for a sense of belonging and distinctiveness in balance.
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