A case study written by SMU Centre for Management Practice’s Case Writing Initiative was featured in Singapore Business Review. The case study “BreadTalk: Continuous Innovation to keep the brand fresh” documented how having a culture of “creative differentiation” and strategic international expansion had helped BreadTalk transform from a humble bakery business to an international lifestyle concept. The company had built a culture of constantly engaging with customers, understanding their requirements, and developing creative products with a unique blend of Asian and European flavours that would excite its customers. The case also discussed the opportunities and challenges for BreadTalk to keep the momentum going.