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Article
The Fruitcake Capital of the World
Journal of Business Cases and Application
  • Sara J. Grimes, Georgia Southern University
  • Michael P. McDonald, Georgia Southern University
  • John Leaptrott, Georgia Southern University
Document Type
Article
Publication Date
1-1-2013
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.

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Citation Information
Sara J. Grimes, Michael P. McDonald and John Leaptrott. "The Fruitcake Capital of the World" Journal of Business Cases and Application Vol. 8 (2013) p. 69 - 76
Available at: http://works.bepress.com/sara_j_grimes/30/