Determining A Successful Approach To Bakery Growth

This study was carried out to determine how a Malaysian bakery can successfully grow by using a state-based absorptive capacity-tipping point framework. The focus of this study is on the parameters that relate to the entrepreneurial decision-making process. A qualitative approach was chosen with a combination of interview-based data collection in the UK and Malaysia and a reference case inserted to act as a practical viewpoint. Two main themes were explored -HRM and marketing- and their relation to decision-making were determined using content analysis. Much like the actual growth process this study found that growth-based decision-making is idiosyncratic and dynamic with both HRM and marketing reliant on prior knowledge and experiences which may vary greatly between individuals. This has spurred the study to include a new tipping point into the framework the entrepreneur to accommodate for further idiosyncrasies in growth.