KKD Case Study

KKD Case Study - Federico Nusymowicz Case Study The Failure...

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Federico Nusymowicz Case Study: The Failure of Krispy Kreme Doughnuts, Inc. Krispy Kreme Doughnuts, Inc. (KKD) witnessed meteoric growth throughout the opening years of the 21 st century. Their clearly differentiated “Hot Doughnut” experience, combined with a staccato of store openings, news media coverage, and innovative see-through glass infrastructures engendered curiosity among several potential customers; and, indeed, the company did very well initially, as reflected by quintupled stock values in the 2000-2004 period (http://finance.yahoo.com/q/bc?s=KKD&t=my). To maintain itself in the long run, KKD assumed a very progressive employee management program (relative to the fast food industry) called “Management 101,” which granted employees several benefits, including stock options, and created an atmosphere of trust and goodwill among employees (www.krispykreme.com). This was the glaring exception to KKD’s many long-term policy failures. One of Krispy Kreme’s shortcomings, from the outset, was its lack of a “Mission & Vision,” aside from that of having a successful KKD store in every US town. KKD
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KKD Case Study - Federico Nusymowicz Case Study The Failure...

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