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All Journal International Journal of Small and Medium Enterprises and Business Sustainability
Augendra Bhukuth
Ieseg School of Management Paris -La Defense, France
Economics, Econometrics & Finance

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From Microenterprise to Market Leadership: A Case Study of Fruit Crisp Industry in East Java, Indonesia. Augendra Bhukuth; Qausya Faviandhani; Ani Wulandari
International Journal of Small and Medium Enterprises and Business Sustainability Vol. 9 No. 2 (2024): July
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/ijsmebs.v9i2.24206

Abstract

This paper presents a case study of a fruit crisp industry in East Java, Indonesia. A successful journey of an entrepreneur who has started his business from a micro level to become a market leader in the industry is analyzed. The entrepreneur has implemented different strategies to become a leader. The entrepreneur started by controlling the fruit supply and prices in the fruit market, he implemented a strategy of product differentiation. He produces dry food machines, subcontracts fruit crisps, and is involved in packing and fruit crisp distribution.
Co-Authors Ani Wulandari Qausya Faviandhani