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

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, not least, regarding the „La Ceaun” Restaurant.