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This paper aims to shed new light on the contextual embeddedness of intersectional entrepreneurs, i.e. entrepreneurs situated at the intersection of multiple marginalized diversity attributes, beyond simply business strategies and decisions. Taking an emic perspective on everyday practices as intersectional entrepreneurs, it uncovers neglected dimensions of the contextuality of intersectional discriminations.

The study presents qualitative data analysis results of in-depth narrative interviews with six intersectional entrepreneurs, all LGBTIQA* entrepreneurs with further diversity dimensions. It provides an emic view of intersectional entrepreneurs, in their everyday lives and the contexts, in which they develop their businesses.

Intersectional entrepreneurs face different burdens induced by social structures along the entrepreneurial process. While access to the niche market is more difficult and they lack community support, their realization of intersectional discrimination is crucial for the development of business strategies. Simultaneously, intersectional entrepreneurs use their specific diversity attributes to develop their business, yet this proximity of their identity and the business contents has severe consequences for their mental state. Intersectional entrepreneurs adjust to the balance of opportunity and vulnerability.

As intersectional entrepreneurs are barred from conventional institutional support and also have limited access to resources from their respective social networks, there is an urgency to provide specific support for such entrepreneurs.

Diversity is becoming the context through which researchers can account for different aspects of increasingly complexifying conditions of both entrepreneurship and migration. Taking a superdiversity perspective, this chapter uncovers and conceptualises what is diversifying particularly in migrant entrepreneurship. The authors identify four different dimensions of diversity and diversification affecting the activities of migrant entrepreneurs. First, with diversifying flows of migration, the characteristics of the entrepreneurs themselves as individual (usually transnational) migrants are diversifying. Second, with changing migration contexts, resources deriving from migration experiences are diversifying, exemplified by the different forms of transnational capitals used in entrepreneurship. Third, through migrant-led processes of diversification in the larger society, the main markets are diversifying, providing further opportunities to migrant entrepreneurs. Last but not least, the entrepreneurial strategies of migrant entrepreneurs are accordingly also diversifying, whereby finding different breaking-out strategies beyond the classical notion of only serving ethnic niche markets arise.

These diversities are embedded in the context of the overall superdiversifying society in which migrant entrepreneurs emerge and struggle to establish. By disentangling the different dimensions of diversity, this chapter contextualises debates on entrepreneurship and migration, including those in the present edited book, into the larger debate on the societal turn to superdiversity. It further discusses the notions and practices of differences embodied in migrant entrepreneurship, beyond the notion of the ethnic niche and the disadvantaged striving for market integration.