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Abstract
The case describes efforts made by the owner of a small business in diversifying from manufacturing to the service sector, when establishing a catering/souvenir enterprise, ''The Irish House'', Tipperary. It describes the informal product development process that took place and it highlights the benefits of the synergy that can be gained in a small operation. Noel McInerney, manager and proprietor, makes no pretence about applying high level management principles or complex systems. The enterprise depends mostly on inward tourism, so a major element of the business strategy has been to attract mobile visitors American and European coach/motoring tourists to stop-off at ''The Irish House'', by highlighting ''Tipperary''s'' historical connection in song, with World War 1. ''The Irish House'' is well worth a visit, even if ''It''s a long way from Tipperary''.
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Abstract
The case describes efforts made by the owner of a small business in diversifying from manufacturing to the service sector, when establishing a catering/souvenir enterprise, ''The Irish House'', Tipperary. It describes the informal product development process that took place and it highlights the benefits of the synergy that can be gained in a small operation. Noel McInerney, manager and proprietor, makes no pretence about applying high level management principles or complex systems. The enterprise depends mostly on inward tourism, so a major element of the business strategy has been to attract mobile visitors American and European coach/motoring tourists to stop-off at ''The Irish House'', by highlighting ''Tipperary''s'' historical connection in song, with World War 1. ''The Irish House'' is well worth a visit, even if ''It''s a long way from Tipperary''.
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