Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Restaurant Entrepreneurship: Theory And Practice, Margaret Leach
Restaurant Entrepreneurship: Theory And Practice, Margaret Leach
Selected Honors Theses
Mirroring its industry, restaurant entrepreneurship is an expansive, evolving topic. This thesis seeks to answer the question, “How do community-focused restaurants, operated by lifestyle entrepreneurs, launch and scale?” A case study approach is taken and literature regarding restaurant ownership, entrepreneurship, and social enterprise is reviewed. Interviews of ten different non-franchise restaurant owners were obtained and analyzed. The interviewees detailed the processing of launching the venture, scaling and growing the business, and supporting and partnering with the surrounding community.
Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos
Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos
Selected Honors Theses
In an increasingly turbulent market, marketers are having difficulty predicting consumer demands, and academics are finding that traditional marketing theory is no longer highly effective in making educated marketing decisions. With the growth of Entrepreneurial Marketing (EM) research over the past several decades, researchers have found these practices to be effective not only for SME’s but also for larger firms. Because of this, researchers are offering Entrepreneurial Marketing theory as a solution for all firms seeking a competitive advantage in a volatile market. Entrepreneurial Marketing, which is the innovative, opportunity seeking approach most entrepreneurs and small and medium enterprises (SMEs) …