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Nirula’s small business

Article Information:

Title:

Nirula’s small business

Author(s):

Leo Paul Dana

Journal:

British Food Journal

Year:

1999

Volume:

101

Issue:

5/6

Page:

500 - 505


ISSN:

0007-070X


DOI:

10.1108/00070709910278523

Publisher:

MCB UP Ltd

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Abstract:

This case is about a local food chain in India, Nirula’s. As McDonald’s penetrates New Delhi, Nirula’s is faced with unprecedented competition from abroad. The small enterprise must be globally competitive in order to sustain competition from global players who are forcing it into a formerly protected market. One strategic option for Nirula’s is to expand its plans for internationalisation.

Keywords:

Entrepreneurship, Family firms, Fast food, India, Marketing, Religion


Article Type:

Case study


Article URL:

http://www.emeraldinsight.com/10.1108/00070709910278523

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