Proceedings of The 6th International Conference on Research in Management
Competitive Methods in Response to Environmental Disruption: A Case of Independently Owned Japanese Restaurants amidst the COVID-19 Pandemic
This study explores how competitive methods are formulated by the managers and owners of restaurants with the purpose of responding to the COVID-19 pandemic. It also investigates the challenges of competitive method implementation. The qualitative data gathered from twelve managers and owners of independently owned Japanese restaurants in Bangkok, Thailand who participated in face-to-face interviews is analyzed. The findings indicate that government health regulation and policies, action of the competitors, existing monetary resources, and changing dining out habits of the customers are considered when the managers and owners formulate the COVID-19 competitive methods. New menu items, refinement of existing restaurant concept, expanding restaurant network, and innovations in marketing techniques and campaigns are shared competitive methods formulated by the managers. The managers perceive that difficult economic situation as well as changing dining out preferences are common challenges in competitive method implementation.
keywords: competitive method, formulation, implementation, environmental disruption, COVID-19