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

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.

Citation

Woodall, J.R., Azriel, J.A. and Patnode, G. (2010), "York's Best Ice Cream Company: building a regional brand", Journal of Research in Marketing and Entrepreneurship, Vol. 12 No. 2, pp. 153-167. https://doi.org/10.1108/14715201011090611