Volume : 2, Issue : 4, April - 2013

Entrepreneurship Challenges in a Third Party Loyalty Program : a Case Study

Aruna Kumar Mishra, Purabee Purnasha Mishra

Abstract :

As many foreign retail companies have already entered into India, the Indian retail companies have started feeling the heat. Retaining the existing customers is cheaper than getting the new customers.Loyalty programs provide a great way in reaching to the loyal customers and to offer them better value. Many Indian retailers have also started offering various loyalty programs to their customers for maintaining their long term competitive advantage. So the main objective of this paper is to identify the issues related to entrepreneurship in loyalty program in Odisha region. This paper uses case study approach in finding out the difficulties of entrepreneurship. Personal interview was conducted with the entrepreneur and also secondary data were collected from various sources for this paper. This paper will be helpful for young and prospective entrepreneurs in solving many difficulties they may face while starting their enterprise.