Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 398-166-1
Authors: Teresa E Dana (Nanyang Business School (NTU))
Published in: 1998
Length: 8 pages
Data source: Published sources

Abstract

Debbi Fields has been baking cookies for public consumption since August 1977, when she opened the first Mrs. Fields'' Chocolate Chippery in Palo Alto, California. After being coerced by her husband and her employees, she decided to follow their advice and open a second store in order to serve up more soft and chewy cookies. By 1981, there were 14 stores in the US and the following year, Mrs Fields expanded internationally to Japan, Hong Kong and Australia. Presently, there are well over 500 company-owned and franchised Mrs. Field Cookie outlets around the world. Ms. Lek Oon Goh is the woman entrepreneur who has the franchise license for the Malaysian and Singapore markets. In September 1995, she opened her first outlet in Singapore and by 1997, she had opened three more shops in the city republic. Since then, Ms Goh has begun the search for optimal locations in Malaysia where the next Mrs Fields Cookies will be opening soon.
Location:
Industry:
Size:
Small
Other setting(s):
1997

About

Abstract

Debbi Fields has been baking cookies for public consumption since August 1977, when she opened the first Mrs. Fields'' Chocolate Chippery in Palo Alto, California. After being coerced by her husband and her employees, she decided to follow their advice and open a second store in order to serve up more soft and chewy cookies. By 1981, there were 14 stores in the US and the following year, Mrs Fields expanded internationally to Japan, Hong Kong and Australia. Presently, there are well over 500 company-owned and franchised Mrs. Field Cookie outlets around the world. Ms. Lek Oon Goh is the woman entrepreneur who has the franchise license for the Malaysian and Singapore markets. In September 1995, she opened her first outlet in Singapore and by 1997, she had opened three more shops in the city republic. Since then, Ms Goh has begun the search for optimal locations in Malaysia where the next Mrs Fields Cookies will be opening soon.

Settings

Location:
Industry:
Size:
Small
Other setting(s):
1997

Related