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Researchers studied 177 bakeries within town of Lyon to stare what occurs while you can moreover’t compete on observe.
March 14, 2024
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One would affirm that must you bustle a dilapidated consumer commerce that can’t compete on charges with more efficient competitors, you can are making an strive to retain away from them just like the plague. But a survey of boulangeries in Lyon, France, stumbled on that by discovering next to more efficient “modernist” rivals, “traditionalists” were ready to larger spotlight their traditions and cost.
France’s traditionalist bakers, or boulangeries, needs to be out of commerce. Bread costs are competitive, leaving small room for pricing gambits. Ingredients are regulated (by regulations, the baguette traditionnelle can own only flour, water, salt, and yeast). Must you’re a self-proclaimed “traditionalist” the limitations are a ways more tough, as traditionalists don’t enable themselves a range of time- and cost-saving practices (reminiscent of the use of mixes and frozen dough), which would per chance maybe be roughly invisible to patrons. But despite these disadvantages, traditionalists bear maintained an actual majority half of the French bread market despite modernist competitors using more efficient production methods.
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Laura Dupin is an assistant professor within the Entrepreneurship and Innovation Department on the University of Amsterdam.
Filippo Carlo Wezel is a professor of group and administration on the Università della Svizzera italiana.
Dirk Deichmann is an associate professor at Erasmus University’s Rotterdam College of Management.
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