Purpose
This paper, which is part of a larger study, aims to discuss from an ethno-cultural perspective, the notion of self-identification and difference pertaining to first and second-generation South Asian male entrepreneurs. In essence, previous studies have not explored this dimension to any sufficient depth. Therefore, evidence is unclear as to how ethno-culture has informed entrepreneurial identity and difference.
Design/methodology/approach
Adopting a phenomenological research paradigm, 42 semi-structured interviews were conducted with first- and second-generation Sikh and Pakistani Muslim male entrepreneurs in Greater London. A typology of second-generation entrepreneurs is developed and a research agenda proposed.
Findings
First-generation respondents regard the UK as home and do not suffer from shifts in identity. These particular respondents identify themselves as Sikh or Pakistani Muslim or a Businessman. However, the second-generation identify themselves via three distinct labels. Here respondents stress their ethnicity by using Hyphenated British identities or hide their ethnicity behind the term a Normal Businessman, or appear opportunists by using ethnicity as a resource to espouse a true entrepreneurial identity.
Research limitations/implications
The research environment within the Greater London area where the respondents are located may not be as generalisable when compared with other parts of the UK.
Originality/value
This paper offers a unique insight into self-prescribed identity and difference noted among London’s ethnic entrepreneurs.