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Using a combined Industrial Marketing and Purchasing’s network approach and institutional theory, this paper aims to explore why firms exploit dual marketing strategy that targets both the consumer (business-to-consumer) and business markets (business-to-business). This study uses the regulated housing market as its research context in examining how housing developers cope with government intervention when implementing a dual marketing strategy.

This study applies a qualitative case study research approach, using 19 in-depth interviews, from the purposefully selected industry actors within the housing market, observations and documents.

The findings uncover housing developers’ struggles in dealing with government intervention when they adopt a dual marketing strategy. When dealing with the regulated consumer market, developers formed an issue-based net with other competitors and used their association to bargain with the government for flexibility in public policy. When selling to the business market, in which the private investment club emerged as a powerful actor, they initiated strategic net and influenced property developers’ pricing and selling strategies. The findings also demonstrate that the restrictions imposed on the consumer market have a spillover effect on the business market, which reflects the contextual embeddedness of the two markets.

This study contributes to the understanding of how actors strategize and co-evolve when implementing a dual marketing strategy. It helps policymakers, business actors and other connected actors to understand the interactions of all actors within a network that affects each other’s decisions.

This paper seeks to evaluate how some of the core general principles of heterodox political economy (HPE) can be applied to the issue of how HPE has managed to undergo resurgence and development over recent decades.

Four major principles of heterodoxy are applied successively to this issue: historical specificity; contradiction; heterogeneous agents and groups; and circular and cumulative causation.

These principles assist in comprehending how HPE is able to develop its own concepts, networks, publications, academic departments, teaching and policy‐relevant material.

HPE has had considerable success in developing a conceptual apparatus, which helps to explain the emergence of much of its edifice being developed in academic and policy circles. The performance of HPE has been impressive.

The conceptual apparatus of heterodoxy can be applied to real world situations; specifically a component of world history over especially the past 40 years.

This is the first time such a theme has been explored in the literature.

Ethnic entrepreneurship is, and always has been, a means of survival. However, there is limited literature on ethnic entrepreneurship in Australia and therefore, an understanding of ethnic entrepreneurs’ motivations to become self-employed. The purpose of this paper is to report the influential factors in the decision to engage in self-employment through case studies of members of Melbourne’s Sri Lankan community informed by the mixed embeddedness approach.

The mixed embeddedness approach frames the study where the authors examine the motivations for business of five Sri Lankan entrepreneurs. Narratives are used to construct individual case studies, which are then analyzed in terms of the motivations for, resources used and challenges faced on the entrepreneurial journey.

For these ethnic entrepreneurs, their entrepreneurial activity results from a dynamic match between local market opportunities and the specific ethnic resources available to them at the time of founding. The self-employment decision was not prompted by a lack of human capital but an inability to use that human capital in alternative means of employment at specific points in time. Moreover the authors highlight the importance of social and cultural capital as resources used to overcome challenges on the entrepreneurial journey.

In this community, entrepreneurship was not a result of a lack of human capital but how it was utilized in combination with social and cultural capitals in the given opportunity structure. The mixed embeddedness approach enables the uncovering of how ethnic network ties were used in light of the opportunities available to build entrepreneurial activity.