If you were called in as a communication consultant by Burger Barn executives, what kind of information would you gather in making an assessment about the likely future of Creamy Creations? What would you predict your findings might be, and how would these findings influence your recommendations to Burger Barn executives?

Creamy Creations Ice Cream Shoppe is a small and popular ice cream parlor in a midsize southern city. In 2002, Creamy Creations had been open for almost two years and was gathering a loyal clientele of families and students from the local community college. Creamy Creations specialized in fancy, individualized ice cream confections. Customers would order their base ice cream (or frozen yogurt) and the toppings they wanted to make their own “creamy creation.”