Abstract
This paper reviews the socio-cultural, anthropological reasons for merchant success of Armenian immigrants to New Julfa in the seventeenth century. This includes the importance of entrepreneurial, anthropological studies, and cultural aspects on individual and social levels. The key enabler is the networking and support entities. A case research provides a historical example to analyze their success with theoretical arguments. The importance of new business from social creativity in minorities, combined with risk-taking seems inversely distributed from the diaspora.
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