THE SECRET TO BUSINESS SUCCESS AFTER THE CRISIS A BUSINESS MODEL IN AN ENTERPRISE

Abstract

Many scientific researches look for and study the success factors of businesses. (Colins, 2001; Moricz 2009; Osterwalder-Pigneur 2002:3; Chesbrough-Rosenbloom 2002:535; Casadesus-Masanell-Ricart 2008; Stahler 2002:6; ) After the economic crisis of 2008, attention has especially drawn to those businesses which successfully survived the previous hard times, probably due to their “best practices”. In addition to internal resources, the external environment effects taking place outside the walls of a business are likely to be crucial factors though it is neither incidental how and to what extent individual enterprises are preparing for the expected or unexpected effects of certain events. In our study we examine a unique business model based on a kind of revolutionary idea about an enterprise that was born and flourished in the crisis; using a “logical framework” of the “entrepreneurial quintet” business model in support of business decisions to throw light onto several key strategic issues. Applying the case study method we would like to process the success story of a real life business by means of logical and semantic analysis. The idea of the business in question and selecting its name, the appearance of business(es) and products were already done by looking for radically new ways when the owners wanted to find a totally different thing that is young, dynamic and progressive. The idea of the so-called “designer cake shop” did not even exist as so common among Hungarian businesses, and the idea generator of the business also thought that it is not enough if one of their cakes is delicious but it also has fashionable and aesthetic dimensions: “Let it be a pleasure for the eye too, not only for the mouth”. (SUGAR!) ----------------------------------------------------- Szamos tudomanyos kutatas keresi, kutatja a vallalkozasok sikertenyezőit. (Colins, 2001; Moricz 2009; Osterwalder-Pigneur 2002:3 Chesbrough-Rosenbloom 2002:535 Casadesus-Masanell-Ricart 2008; Stahler 2002:6) A 2008. evi gazdasagi valsagot kovetően kulonosen is rairanyult a figyelem, azokra a vallalkozasokra, amelyek sikerrel eltek tul a veszterhes időket, feltehetően a „jo gyakorlatuknak”. A belső erőforrasok mellett a vallalkozasok falain kivul vegbemenő kulső kornyezeti hatasok valoszinűleg sorsdontő tenyezők, de az sem mellekes, hogy az egyes vallalkozasok, hogyan es milyen mertekben keszulnek fel az egyes esemenyek vart, vagy nem vart hatasaira. Tanulmanyunkban egy egyedi, a maga valfajaban korszakalkoto otletre alapozodo, a valsagban eletre kelő es viragzo vallalkozas uzleti modelljet vizsgaljuk, es a vallalkozoi donteseket tamogato, „vallalkozoi otosfogat” uzleti modell „logikai keretmodszeret” hasznalva vilagitunk ra az egyes strategiai kulcskerdesekre. Az esettanulmany modszerevel elve egy valodi vallalkozas siker sztorijat kivanjuk feldolgozni, logikai-szemantikai elemzes utjan. Mar a vizsgalt vallalkozas otlete es nevvalasztasa, az uzlet(ek) es a termekek megjelenese is mereszen uj utak keresese jegyeben zajlott, amikor a tulajdonosok, merőben mas, fiatalos, lenduletes, halado dolgot szerettek volna letrehozni. Az un. „dizajn cukraszda” fogalma sem letezett peldaul a magyarorszagi uzleti koztudatban, es a vallalkozas otlet gazdai is ugy gondolkodtak, hogy nem eleg, ha egy sutemenyuk finom, annak divatos, esztetikai dimenzioi is vannak. „Legyen az, elvezet a szemnek is, ne csak a szajnak”. (SUGAR!)