Ben & Jerry’s
Abstract
Two entrepreneurs, Ben Cohen and Jerry Greenfield, had great success with their Ben & Jerry’s ice cream in the USA. Their first attempt at internationalisation, however, was a failure. While international markets offered opportunities, Ben and Jerry realised that risks were also inherent in foreign markets. The purpose of this case is to stimulate thought about internationalisation and about franchising as a means to expand abroad.
Keywords
Citation
Paul Dana, L. (1999), "Ben & Jerry’s", British Food Journal, Vol. 101 No. 5/6, pp. 488-490. https://doi.org/10.1108/00070709910278488
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited