ISOM2030_L16_Oct31_Cases_Discusssion

Wilson said t he business grew and grew but the

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Unformatted text preview: s from a small adv ertising agency . “We’d trade funnel cakes to use the copy machine in the mall office to run off form letters to send to theme parks to make appointments,” Mr. Wilson said. T he business grew and grew, but the problem was “any one can make a funnel cake,” Mr. Wilson said. “Y ou can’t trademark or patent it.” At a fancy foods show in the early 1 980s, Mrs. Wilson concluded that it was time for something ready to eat. “I was standing ov er this hot plate with hot grease splattering all ov er me, and ev ery one else around me was opening up these packages, v ery simple, no mess,” she said. T he couple v entured into croutons, which failed but led them to their first big hit: bagel chips. T hey put the toasted bagel slices in a bag and began courting deli brokers, the salesmen who supply deli counters in grocery stores and other outlets. T hat strategy was crucial because it allowed them to av oid the costly battle for supermarket shelf space, including the ty pical www.nytimes.com/2012/02/21/business/battle- over - pr etzel- cr isps- shows- value- of- a- br and.html?_r = 0&pag ewanted= pr int 3/4 10/29/13 Tr ademar ks Take On New Impor tance in Inter net Er a - NYTimes.com demand from retailers that suppliers frequently rest...
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This document was uploaded on 01/28/2014.

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