This dissertation titled Entrepreneurship and African American independent bookstore owners, explores the nuances of owning and operating an independent African American bookstore through its simultaneous focus on two critical aspects of a successful small business, namely the importance of merging components of traditional entrepreneurship and social entrepreneurship. The importance of small businesses to the American economy is explored utilizing the bookselling industry as a David vs. Goliath metaphor.; African American focused bookstores represent a very unique niche in today's American economy. They are typically local entities connected to the community in which they operate. They are inextricably connected to their main customer base because of shared histories as minorities in America.; In fact, through the years, a number of African American booksellers have had the ramifications of who they are in America to drive them to close their stores yet a number have survived and a few are actually "thriving". Factors such as competitive pressures from national bookstore chains, the Internet and major discounters coupled with the hardships of small business ownership and institutional racism are some of the contributors which result in bookstores closing their doors and possibly discouraging others from opening. African American bookstore owners are unique in that their desire and tenacity to open and operate an African American bookstore demonstrates that success in business is achievable when driven by a compelling vision. The descriptive narratives which result from this research solidify this belief.; The bookselling industry has been undergoing considerable consolidation over the past 10 years. Yet, several African Americans have become successful entrepreneurs by opening a bookstore that specializes in books by, about, and concerning people of the African American community. Historically, some African American booksellers have found ways to be financially successful in spite of a business environment where publishers and others operated under the misconception that African American people don't do not read and will not purchase books. This addresses the second critical issue discussed throughout this inquiry.; This inquiry was conducted utilizing a case study design and qualitative interview methodologies techniques. Data was obtained on multiple levels from multiple sources. The results contribute to the entrepreneurial body of knowledge by revealing facets of the bookselling industry that are similar and dissimilar to entrepreneurial pursuits in other retail industries.
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