Authors: Hima Gupta
Addresses: Indira Institute of Management, 85/5A, Tapasya building, Old Mumbai Highway, Tathawade Wakad, Pune – 411033, India
Abstract: This case talks about the market study conducted by a researcher in Delhi/National Capital Region (NCR) India, to find out the nature and extent of learning orientation prevalent in small and medium sized restaurants. The researcher has explored first generation entrepreneurial setups so that the real essence of business hurdles like gathering finance, getting clearances from government authority, etc. can be captured, analysed and presented through this case. To conduct the study, 65 respondents were chosen for focused group interview. Small and medium restaurants in India should focus on both customer retention and new customer segment acquisition. Since diversification is not much on their priority list, they die out after a short stint in the market. With regard to the adoption of learning orientation, the researcher has also taken a view of SMEs existing in India and their practices adopted to run their small scale businesses (especially with respect to quick service restaurants). The researcher has also tried to unleash the strategies adopted by the restaurant owners and the role of learning orientation in terms of making their businesses successful.
Keywords: learning orientation; entrepreneurial strategies; information management system; small and medium restaurants; consumption pattern; India.
International Journal of Business and Globalisation, 2018 Vol.21 No.2, pp.216 - 238
Received: 12 Dec 2016
Accepted: 14 Feb 2017
Published online: 28 Sep 2018 *