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商品編號: 9-822-073 出版日期: 2022/02/14 作者姓名: Eisenmann, Thomas R.;Hyde, Lindsay N.;Quinn, Tom 商品類別: Entrepreneurship 商品規格: 15p 再版日期: 2022/10/18 地域: 產業: Food and beverage sector 個案年度: 2010 - 2020
商品敘述:
Ample Hills Creamery started in 2010 as a temporary ice cream pushcart in Brooklyn, New York City. On the strength of inventive flavors and clever marketing, husband-and-wife founders Brian Smith and Jackie Cuscuna built a premium, artisanal dessert empire of 16 retail locations in four states. However, some decisions that fueled their rapid growth were double-edged swords. Licensed partnerships with Disney raised the brand''s profile, but necessitated expanding production. The factory they built was expensive and introduced new logistical challenges. And the native New Yorkers were unhappy with a pricey West Coast expansion. In March 2020, they filed for bankruptcy, disappointing the venture capital investors they had attracted and the legions of fans who did not understand why the popular brand was not turning a profit. The protagonists'' story continues in The Social (HBS No. 822-074), which tells the story of their second ice cream venture.
涵蓋領域:
Branding;Business growth;Entrepreneurship;Logistics;Operations and supply chain management;Partnerships;Profitability;Strategy;Maturation cycle;Bankruptcy
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