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 USA and the following year, Mrs Fields expanded internationally to Japan, Hong Kong and Australia. Ms Lek Oon Goh is the woman entrepreneur who has the franchise licence for the Malaysian and Singaporean 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.
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