The manufacturing industry has an important role on the regional economic’s development. Nevertheless, economics development cannot be separated from environmental degradation issue. In Margoyoso Sub-district, Pati, Central Java, the disposal of tapioca flour wastewater results in environmental pollution and this situation rises a question on the awareness of entrepreneurs. The purpose of this study is to identify the moral attitude of tapioca entrepreneurs to the environment and to explore the efforts made by entrepreneurs to reduce the negative impacts of the wastewater. This research is conducted by qualitative method, using interview, observation, and documentation for data collection. The results of this study indicate that the moral attitude of tapioca entrepreneurs is classified as socionomous. This implies that the awareness of the entrepreneurs is at low level because the tapioca entrepreneurs run their business by following what other entrepreneurs usually do. Finally, the application of an appropriate eco-commitment concept, namely continuance commitment, is required in order to support the objectives of the business in realizing environmental sustainability for their business.

The adoption of customer orientation by an SME hotel trying to fight for excellence in a robust competition has drawn the writer’s interest. The research question to answer is: How the SME hotel adopts the customer orientation to respond to the competition and the changing environment. The research approach is qualitative. The informants are members of the hotel management staff having hands on managerial and supervisory responsibilities. Besides interviews, the writer conducted observation and triangulation. The result of this research shows that the hotel adopts customer orientation informally. They collect, distribute and respond to the information in line with their limited knowledge and capability in a financial constraint. A unique work culture of ‘gotong royong’ is created where efforts are aimed at responding to customers’ interest, satisfaction and value The inductive process in this research enables the writer to construct a mini theory which should be proved true by quantitative researches.