Purpose – The purpose of this paper is to present a case study about a young entrepreneur who is attempting to build a regional ice cream empire, similar to that of the Good Humor Company in the twentieth century. Design/methodology/approach – The case was developed through interviews with the owner, and through secondary research articles on this and related topics. Findings – The case describes the start‐up of York's Best Ice Cream, and the challenges encountered by a young entrepreneur, who is still building business knowledge and financial credibility. After several years, Devon, the owner, has choices to make about if and how to continue the growth of this company. Originality/value – The case is well suited for use in undergraduate or graduate courses in entrepreneurship, new venture creation, new venture management, entrepreneurial marketing, or marketing courses such as brand development and management.
Journal of Research in Marketing and Entrepreneurship – Emerald Publishing
Published: Aug 31, 2010
Keywords: Marketing strategy; Brands; Entrepreneurialism; Dairy products; Small to medium‐sized enterprises
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