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Pastéis de Belém: Turning a Secret Recipe into a Strategic Asset
內容大綱
The success of Antiga Confeitaria de Belém had been built around the uniqueness of its signature product. Many comparable custard cakes, known as pastéis de nata, were available, but the bakery had established its Pastel de Belém as a distinct product with the power to attract tourists from all over the world. The Pastel de Belém stood out because its recipe had been a well-kept secret for decades. The 2020 COVID-19 crisis propelled Antiga Confeitaria de Belém to try new ways of selling its product outside of its single shop location, and this experiment could trigger new business opportunities. Now, the strategic challenge for the bakery's chief executive officer was to assess whether the exclusive nature of the Pastel de Belém allowed for new business development.