Growing Pains

Abstract

Today's ever-changing business environment is very demanding for companies, particularly those of modest dimensions and operating in more traditional formats. There is an imperative change happening in market and consumer behavior – a need for digital transformation or digital complement to the traditional business model, aiming at improving the lives of individuals, groups, and society as a whole. A Portuguese small company that manufactures cookies and biscuits has identified a need to move forward and revitalize its traditional business format, preserving its traditional origins but seeking to reframe its business in a more digital context. The main goals of the case study are to understand (1) this brand's evolution, (2) its primary difficulties, and (3) strengths, and the authors also indicate possible future paths that can be replicated in other similar businesses.