Ben & Jerry's Motivational Profile

1871 Words4 Pages

Ben & Jerry's Motivational Profile

I scream, you scream, we all scream for ice cream! That phrase has been used by generations of children who delight in eating the sweet frozen dessert that began as water ice in the Roman Empire. Ice cream (originally iced cream) spread to France and England, reaching America early in the 18th century. Soft ice cream was introduced in the 20th century; however, the older, thicker ice creams experienced resurgence. Ben and Jerry’s and Haagen-Dazs fall into this category (Cobb, 1985; Arbuckle, 1986).

The friendship of Ben Cohen and Jerry Greenfield, co-founders of Ben & Jerry’s Ice Cream, goes back to their days in junior high school. In 1977 they chose to pursue their dream of starting a food business. After researching the ice cream industry, and finishing a $5 Penn State correspondence course in ice cream making, they opened their first Ben & Jerry’s ice cream parlor in Burlington, Vermont, in May 1978 (www.benjerry.com). Unilever, a British-Dutch food company with distribution in 100 countries, purchased Ben & Jerry’s on August 3, 2000 (http://benjerry.custhelp.com).

The top five flavors of ice cream include Cherry Garcia® Ice Cream, Chocolate Chip Cookie Dough Ice Cream, Chunky Monkey® Ice Cream, Chocolate Fudge Brownie™ Ice Cream, and Half Baked™ Ice Cream (http://www.benjerry.com).

The following chart (ww...

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...any ways. Whether someone has a great deal of internal drive that is supported by the intrinsic value of some programs or has stronger desires for the material rewards, there appears to be a program that will speak to almost everyone on some level. Understanding the diversity of people and their needs seems to be a common theme in the company’s programs and practices and they continue to reap the rewards from them as a very successful business.

References

Arbuckle, W. (1986). Ice cream. Retrieved August 6, 2005 from www.answers.com

Cobb, V. (1985) The scoop on ice cream. Retrieved August 6, 2005 from www.answers.com

Reeve, J. (2001). Understanding motivation and emotion (3rd ed.). New York: Wiley Publishing.

www.benjerry.com. Retrieved August 5, 2005.

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