Marketing for Entrepreneurs and SMEs
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Marketing for Entrepreneurs and SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich

In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.
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Chapter 9: Challenges and opportunities for SMEs to market diverse entities

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich


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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