Authors: Maja Martinovic, Tihomir Vranesevic, Claudio Vignali
Addresses: Zagreb School of Economics and Management, Jordanovac 110, Zagreb, Croatia. ' Graduate School of Economics and Business, Trg J.F. Kennedya 6, Zagreb, Croatia. ' School of Tourism and Hospitality Management, Leeds Metropolitan University, Leeds, LS1 3HE UK
Abstract: This case presents the development of Ledo, a company operating within the leading Croatian food and trade group of Agrokor. The discussion focuses on the business operation and development policy of the Agrokor group and the evolution of Ledo into one of the most modern ice cream companies in the world today. The paper draws on numerical data in the form of facts and figures related to the way Ledo has pursued its development policy through various partnerships and acquisitions over the last four years. The strengthening of the corporation|s strategic position in Croatia, Bosnia-Herzegovina, and Serbia-Montenegro, provided the foundation for expanding the organisation|s operations to the neighbouring markets of the European Union. The focus of the discussion then shifts to the acquisition of the Hungarian ice cream company Baldauf in the summer of 2004 as well as Ledo|s competitors on the national and international markets.
Keywords: branding; market development; ice cream industry; Hungary; Croatia; partnerships; acquisitions.
International Journal of Entrepreneurship and Small Business, 2006 Vol.3 No.3/4, pp.366 - 381
Published online: 15 Mar 2006 *Full-text access for editors Access for subscribers Purchase this article Comment on this article