Encouraging authentic marketing among small business entrepreneurs in the tourist cities of Romania. Case study - Restaurant Bistro 'La ceaun' Brasov

• Author: Gradinaru E., Trifan A.
• Pages: 75-82

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 2 - 2015

Encouraging authentic marketing among small

bussiness entrepreneurs in the tourist cities of

Romania.

Case study - Restaurant Bistro „La ceaun” Brasov

Evelina GRDINARU1, Adrian TRIFAN2

Abstract. This paper contains a theoretical analysis of the term “entrepreneurship”,

making reference to the importance of developing entrepreneurship considering the

advantages it holds. Ideas and knowledge are essential for innovation and growth in

entrepreneurship. Considering this, the paper also follows some factual information about a

small business success story, currently undergoing an elaborate process of expansion, with a

marketing strategy oriented to authenticity and originality, designed to meet a particular

consumer demand, that of Romanian traditions. The practical part of the paper consists of a

qualitative research study that surveys the respondents opinion on the importance of

authenticity in a business, the ideal image of a traditional and authentic restaurant and, n ot

least, regarding the „La Ceaun” Restaurant.

Keywords: entrepreneurship, authentic marketing, traditional

1. Introduction

This paper exhibits some theoretical aspects of entrepreneurship as a “development

engine” of a business. Furthermore, it’s aimed at emphasizing the importance of

adapting marketing strategies to today's consumer behaviour, considering nowadays

the ever more presence of tribal marketing, authentic marketing, e-marketing,

neomarketing, etc., theories favoured even by environmental issues.

The case study presents an initiative oriented towards authentic marketing, on

a period of 18 successful months, in the touristic town of Brasov, represented by an

authentic restaurant, located in the historical centre of the city, called „La Ceaun”.

The practical part of the paper is represented by qualitative research among

loyal customers of the restaurant, made to identify perception of the respondents to

the idea of the „traditional”, the ideal image of a traditional restaurant and ideas for

1 Transilvania University of Braşov, România, e-mail: evelina.gradinaru@unitbv.ro

2 Transilvania University of Braşov, Romania, e-mail: adrian.trifan@unitbv.ro