5. Panettone is the Italian Christmas cake, traditionally made in Milan. Now it has become popular outside

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5. Panettone is the Italian Christmas cake, traditionally made in Milan. Now it has become popular outside its traditional Italian markets, and more than 40 million of them are consumed throughout Italy and all over the world during the holiday period. This boost in demand is good news for the big Italian manufacturers, but although volumes are higher, the product is still highly seasonal, which poses a problem for even the experienced Milanese confectioners.

What could panettone makers do to cope with these demand fluctuations?

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