This book investigates how social identity relates to financial investment behavior of the German-Turkish diaspora. The author approaches this study using qualitative research and multiple semi-structured in-depth interviews with a strong philosophical and methodological basis. Taking a phenomenological stance, the empirical results reveal many nuanced shades of bi-cultural identity. Key findings include a range of social creativity behaviors, also offering an extension to social identity theory by means of re-defining relevant in-groups. Financial investments are considered a family affair, with children being heavily involved and support of (extended) family is defined as investment. Within that realm, German social identity prevails with regard to financial investments.

Extends Tajfel's and Turner's social identity theory by adding in-group re-definition as a means of social creativity Carves out fine nuances and shades of bi-cultural social identity using data from in-depth, multiple interviews Applies social identity theory to the ethnically Turkish population in Germany Identifies specific aspects of German-Turkish financial investment decision-making processes to provide a basis for financial services marketing

Autorentext
The author is lecturer at Munich Business School and Passau University for business and culture in the Arab world and Turkey. She has long-standing experience in the financial services industry.

Inhalt
Introduction.- Systematic Review of Literature on German-Turks and Financial Investment.- Phenomenological Approach: From Research Philosophy to Research Design.- Presentation of the Study's Findings: German-Turkish Voices on Social Identity and Financial Investments.- Analysis.- Conclusion.