York's Best Ice Cream Company: building a regional brand

York's Best Ice Cream Company: building a regional brand 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

York's Best Ice Cream Company: building a regional brand

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1471-5201
DOI
10.1108/14715201011090611
Publisher site
See Article on Publisher Site

Abstract

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

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Aug 31, 2010

Keywords: Marketing strategy; Brands; Entrepreneurialism; Dairy products; Small to medium‐sized enterprises

References

  • Issues and challenges in the positioning of service brands: a review
    Blankson, C.; Kalafatis, S.P.

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