Much has been written about one of the biggest success stories of an American brand, Starbucks in the Chinese market. In 1999, Starbucks entered a market with a dominant ‘tea culture’ where consumers believed that Starbucks’ high prices were too luxurious a product....
Think of a coffeehouse chain store that you visit almost every day. You get a cup of coffee right before you start another day at the University/Office. You log into their mobile app, order a cup of coffee, pay online, pick your order from a neighbourhood franchisee...
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