Document Type

Article

Publication Date

2013

Publication Title

Journal of Business Cases and Application

Abstract

Two different fruitcake companies in the same small town are discussed and their widely different strategies are presented. Each of the entrepreneurs began working with a “master baker” as little boys but later followed different paths to develop a successful fruitcake business. A brief history of the fruitcake is offered as evidence that the product has been around for hundreds of years and will likely not go away anytime soon in spite of the ridicule and humor that has surrounded fruitcakes during the past twenty-five years.

Copyright

Publisher Statement:

All manuscripts published in AABRI journals are published online, open access. Manuscripts are available to the readers at no cost. Readers may read, download, and use the manuscripts and information therein for any lawful purpose without permission of AABRI.

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