Der Wiener Deewan: A Case Study Of Start-Up Success

Abstract

Conventional wisdom, when blended with unorthodoxies in innovativeness, can produce miraculous success stories like Der Wiener Deewan. The restaurant’s marketing strategy is full of such unorthodox gimmicks and has a great deal of learning potential for the small business entrepreneurs who are capable, willing and brave enough to denounce the stagnant customary practices. The case study will contribute to the contemporary literature in small business management, entrepreneurship, customer relations management (CRM), and retailing.