BreadTalk: Continuous innovation to keep the brand fresh

BreadTalk: Continuous innovation to keep the brand fresh

The case is set in December 2012, and starts off with Joyce Koh, Senior Vice President of Brand Development at BreadTalk, contemplating the company’s future brand strategy. The BreadTalk Group was a leading Singapore-based bakery and restaurant chain, which consisted of eight different brands that w...

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Bibliographic Details
Main Authors: LEE, Marcus, LIM, Caroline, MATHUR, Sarita, ZERRILLO, Philip C.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2016
Subjects:
Singapore
continuous innovation
mature growth stage
market entry
expansion
bakery
food and beverage
marketing
service quality
brand development
global brand management
localisation
differentiation
customisation
Asian Studies
Marketing
Strategic Management Policy
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/145
https://cmp.smu.edu.sg/case/1871
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/cases_coll_all/145
https://cmp.smu.edu.sg/case/1871

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