Abstract
This case study is about the internationalization project of the South Korean franchise company Paris Baguette that offers different Frenchified bread and pastries. Over the past 15 years, the company successfully expanded to international markets including the United States, China, and other Southeast Asian countries. In Europe, the company started its first expansion project in Paris, France, in 2014. Paris Baguette strives to be known as a high-quality bakery, which offers products with an equivalent quality to the authentic French-baked products. They offer both traditional French croissants and other pastries as well as products with a unique Korean twist. The case analyzes the company’s historical roots and follows its growth strategy on international markets from China and other Asian countries over the United States to Europe and France.
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- 1.
Stephanie Kim is a fictional character. Any resemblance to reality is pure coincidence. In this case, Stephanie Kim is the marketing director of Paris Baguette since its internationalization in 2001. She has been responsible for the market entry in all Asian countries, the United States, and finally France.
- 2.
For more details see http://www.spc.co.kr/spc/eng/main.spc.
- 3.
- 4.
GuanXi in China is the system of influential relationships and social networks facilitating (business) dealings.
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Kim, H.H., Fietze, S. (2019). Paris Baguette: How a South Korean Bakery Is Entering Europe Through the Capital of France. In: Prange, C., Kattenbach, R. (eds) Management Practices in Asia. Springer, Cham. https://doi.org/10.1007/978-3-030-19662-2_9
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DOI: https://doi.org/10.1007/978-3-030-19662-2_9
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