Changing the Mindset in the Culinary Business Environment: From Entrepreneur to Branderpreneur

Wijaya, Bambang Sukma and Syaiful, Muhammad and Sutawidjaya, Ahmad Hidayat (2020) Changing the Mindset in the Culinary Business Environment: From Entrepreneur to Branderpreneur. IOP Conference Series: Earth and Environmental Science, 469.


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In this era of branded business environment, it cannot be denied that brand has an important role in business development, both as a signifier of the quality of products and asset that is always maintained by the owner. Not surprisingly, many franchise brands are currently emerging and professionally managed by collaborating with local partners. However, not all partners seem to have a mindset as partners. Some of them want to launch their own brand. This paper explains how an entrepreneur turns into a branderpreneur, a person who has a mental attitude to synergize the entrepreneurial spirit and branding mindset in order to improve business performance. Using case study methods, we observed and interviewed in depth the example of a branderpreneur who developed his own brand of business by changing the role from local partner of franchise brand to the owner of franchise brand. Results demonstrated a branderprenerial pathway, factors that motivate a person to become a branderpreneur, challenges and strategies, as well as an insightful branderpreneurship analysis that can be applied by other entrepreneurs.

Item Type: Article
Subjects: Management > Business Process Management
Marketing > Branding (Marketing)
Management > Business Plan
Communication > Corporate Communication
Customer Behavior
Management Research > Entrepreneurial Marketing
Social Sciences
Knowledge Management
Management Research
Management Research > Market Orientation
Communication > Marketing Communications
Management Research > New Product Development
Management > Organizational Behavior
Conference Proceedings
Knowledge Management > knowledge management frameworks
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Bambang Sukma Wijaya
Date Deposited: 25 Aug 2020 08:08
Last Modified: 25 Aug 2020 08:08

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