Chapter 9: Challenges and opportunities for SMEs to market diverse entities
A Global Perspective
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Preparing food is part of our family tradition and the source of our revenue. It started two generations ago when my grandparents opened a small restaurant. At that time, the location of their house determined their success. This is now reflected in our family tradition, but on a very different basis. Originally, they actually sold ‘food for hungry people’ with their primary customers being workers from the nearby factory and people passing by on the road which was the main connection between the two towns. But even then my grandmother stressed the importance of kindness toward customers and the need for quality food. Our family business has gone through ups and downs in both generations and was not always successful. The first problem occurred when a new highway was built and the restaurant lost many traveling customers who stopped because of the location on the old road. Fortunately, we survived because of our loyal customers and the quality of food. If that was not enough, we also had to renew the concept of our operations in order to continue the family tradition and employ all family members.

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