Paris Baguette: Quintessentially French with love from Korea

• Main Authors: HAN, Jin K., BHARDWAJ, Sheetal, JOSHI, Havovi, SOHN, Yong Seok
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2018
• 主題: International strategy; market expansion; glocalisation; brand differentiation; competitive advantage; marketing mix; Entrepreneurial and Small Business Operations; Marketing
• 在線閱讀: https://ink.library.smu.edu.sg/cases_coll_all/206; https://cmp.smu.edu.sg/case/3501

This case is set in February 2016, when Paris Baguette (PB) has just been declared the winner at the, touted as the most prestigious baking competition in the world held each year in Paris. PB had started operations in 1945 with a small bakery in North Korea. By 2014, it boasted of 3,200 outlets in...