Paris Baguette from Korea /

Paris Baguette, the largest bakery-cafe chain in Korea, harbors global aspirations "to become to bread what McDonald's is to hamburgers" (Willsher, 2014). Paris Baguette is owned and operated by SPC Group whose founder and chairman, Hur Young-in, believes that Paris Baguette needs to...

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Bibliographic Details
Main Author:	Kniazeva, Maria (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2020.
Series:	SAGE Business Cases.
Subjects:	Paris Baguette (Bakery) > Case studies. Ki-Nam, Park > Case studies. Branding (Marketing) > France > Case studies. Stratégie de marque > France > Études de cas. Branding (Marketing) France Electronic books. Case studies Case studies. Études de cas.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Paris Baguette, the largest bakery-cafe chain in Korea, harbors global aspirations "to become to bread what McDonald's is to hamburgers" (Willsher, 2014). Paris Baguette is owned and operated by SPC Group whose founder and chairman, Hur Young-in, believes that Paris Baguette needs to succeed in France to grow globally. Newly promoted marketing executive Park Ki-Nam is determined to accelerate Paris Baguette's expansion in France where the company has so far opened only two bakeries. To develop a marketing strategy for the brand's success in France, Ki-Nam arrives in Paris for a week of "baguette immersion," where he fully realizes the challenges of marketing Korea-based Paris Baguette outlets, and not only in the birthplace of the baguette.
Physical Description:	1 online resource : illustrations.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781529725810 152972581X