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Publication Date


Publication Title

Journal of Business Case Studies




The purpose of this case is to demonstrate the importance of target market selection and positioning, particularly for businesses in small college towns. Additionally, other marketing and management issues are presented to stimulate understanding of the multitude of variables that impact restaurant success. This case is intended for those interested in marketing, management, entrepreneurship, hotel/restaurant management or retailing areas.


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As a condition of publication, the authors must grant the Clute Institute the right to disseminate their manuscript to the widest possible readership in print and electronic format. Authors must also agree to our open access policy, which is to provide immediate open access to our journals on the principle that making research freely available to the public supports a greater global exchange of knowledge. Users (which include among others, readers, authors, institutions, universities, libraries, organizations, associations, government entities etc) are allowed to read, download, copy, distribute, remix, tweak, build upon, print, search, or link the full text of the articles in this journal provided that appropriate credit is given.