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Veg World India, Barcelona: Tough Choices in Challenging Times
內容大綱
Jatinder Gill, an Indian immigrant, opened the vegetarian restaurant Veg World India in Barcelona. He gained rich culinary experience in Europe for 15 years before opening the restaurant in 2007. His personal beliefs and choices played an important role in the business. His business grew handsomely. In 2023, his partner in the restaurant decided to part ways. Gill needed a significant amount of money to buy back his partner’s share. This was possible only if the restaurant generated more revenue, and it could do so by serving alcohol to customers. At that time, Gill hadn’t served alcohol because of his religious beliefs. He faced an arduous dilemma that tested the strength of his beliefs against the need to increase revenue.
學習目標
The case study touched on multiple dimensions of the subject’s life and business, including his personal life and beliefs, sociocultural issues related to immigration, emerging culinary trends in Europe, and an entrepreneur’s identification and evaluation of business opportunities. By working through the case and assignment questions, students will have the opportunity to do the following: <ul><li>Explore the dynamics of immigration and integration of immigrants in the host society</li><li>Identify the emerging culinary preferences among consumers in Europe</li><li>Understand the challenges of establishing a new venture in a new market</li><li>Develop the ability to identify and evaluate the growth options for a business</li><li>Assess the impact of religious beliefs on business practices</li></ul>