Percorrer por autor "Dubois-Graffin, Florine"
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- The internationalization of craft enterprisesPublication . Dubois-Graffin, Florine; Leglise, LaureThis research focuses on how craft enterprises can internationalize and manage the tension between geographic expansion and maintaining a craft production process. Based on human skills, the process of production of craft enterprises is challenged by internationalization as it calls for the increase and intensification of production. To answer our research question, we adopted a qualitative approach and conducted a case study on Maison Kayser, a successful French bakery. The results show that exporting a production process is a successful strategy for craft enterprises to internationalize and maintain their craft identity. By producing its breads and pastries on site, in all Maison Kayser shops around the world, the enterprise is able to offer high quality products. To keep this quality that only craft production mode can guarantee, Maison Kayser attaches importance to the training of its foreign bakers and share the craft techniques and values with them. Maison Kayser increases quantity without jeopardizing quality by opening many shops with teams of bakers and pastry chefs worldwide. To establish the brand on foreign markets and gain consumers, Maison Kayser has to raise consumers’ awareness about crafts, promoting a traditional and high standard production process based on the renowned French excellent know-how. Maison Kayser success is based on the internationalization strategy to export craft process and tradition supported by Eric Kayser leadership skills.