What French bakeries get right about strategy

Laura Dupin, Filippo Carlo Wezel, Dirk Deichmann

Research output: Contribution to journalArticleProfessional


One would think that if you run a traditional consumer business that can’t compete on costs with more efficient competitors, you would want to avoid them like the plague. But a study of boulangeries in Lyon, France, found that by locating next to more efficient “modernist” rivals, “traditionalists” were able to better highlight their traditions and value.
Original languageEnglish
JournalHarvard Business Review
Publication statusPublished - 2024

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