Publication Type

Magazine Article

Version

publishedVersion

Publication Date

12-2018

Abstract

Winning the annual Coupe du Monde de Boulangerie, the most prestigious baking competition in the world, was no mean feat for South Korea’s Paris Baguette, a relatively new kid on the global baking block. It certainly did not get bigger than this—the French-inspired Korean franchise bakery chain had taken on its toughest challenge by entering the French market in early 2014, and now, just two years later, its baguettes had been officially declared as the best in the world. While the award and the ceremony—which was attended by French President Hollande himself—recognised the company’s baking expertise, it also showed how its strategic internationalisation and marketing acumen had helped the Asian baker to compete successfully against a host of truly French boulangeries to win favour with the locals, often considered the world’s most discerning consumers of baguettes.

Discipline

Business Administration, Management, and Operations | Food and Beverage Management

Publication

Asian Management Insights (Singapore Management University)

Volume

5

Issue

2

First Page

64

Last Page

69

ISSN

2315-4284

Publisher

Singapore Management University, Centre for Management Practice

City or Country

Singapore

Embargo Period

8-3-2020

Copyright Owner and License

Singapore Management University

Additional URL

https://cmp.smu.edu.sg/ami/article/20181211/south-koreas-paris-baguette

Download

Share

COinS