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Stuckey's : a U. S. icon's road trip toward revival / Ashley Morgan, R. Nicholas Gerlich, Elaina Cantrell Robinson.
- Format:
- Book
- Author/Creator:
- Morgan, Ashley, active 2026, author.
- Gerlich, Raymond Nicholas, 1959- author.
- Robinson, Elaina Cantrell, author.
- Series:
- SAGE business cases.
- SAGE business cases
- Language:
- English
- Subjects (All):
- Product management--Case studies.
- Product management.
- Family-owned business enterprises--Case studies.
- Family-owned business enterprises.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2026.
- Summary:
- Stephanie Stuckey is faced with the dilemma of how to resurrect Stuckey's, an iconic brand that was a popular travel stop for gas, refreshment, and pecan candy in the 1950s and 1960s. After acquiring the remnants of the once great company founded by her grandfather, Stephanie is left with the remains of a successful candy, Stuckey's Pecan Log Roll, and a handful of licensed locations. These expired franchises do not follow signage, building, and merchandise guidelines, and many are rundown, lacking any nostalgic charm. This case study offers students the opportunity to understand the process and challenges involved in brand revitalization.
- Notes:
- Description based on XML content.
- ISBN:
- 979-83-488-4615-2
- OCLC:
- 1569209013
- Publisher Number:
- T300455
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