Abstract
Abstract This article examines the impact that evolving competitive environments have on traditional business relationships in the baking industry. The entry of supermarket in-store bakeries and franchised donut shops not only has significantly altered the competitive reality but also has sown the seeds of mistrust among long-established business partners—retail bakers and bakery ingredients distrobutors. The article also shows how disequilibrium within the retail baking industry offers an opportunity for new competitors to consolidate and enlarge their market penetration, and the need for the traditional players to redirect their marketing strategy.
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