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While efforts at understanding how the entrepreneurial spirit is awakened (e.g., unwrapping the cognitive “black box”) have been productive in the new venture context, it remains largely unexplored in a corporate setting.This study extends previous research by investigating the relationship between organizational antecedents and perceptions of entrepreneurial self-efficacy and desirability of entrepreneurial activity. In a field study of organizations consistent with a corporate entrepreneurial archetype typology, we found that (1) individual work discretion and time availability impacted entrepreneurial self-efficacy, and (2) individual interest in work innovation influenced perceived desirability of innovative behaviors.

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.

The case was developed through interviews with the owner, and through secondary research articles on this and related topics.

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.

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.