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Full-Text Articles in Marketing
From Espresso To Frappuccino: Analyzing Starbucks' Business Plan For Entering The Italian Market, Cameron Demott
From Espresso To Frappuccino: Analyzing Starbucks' Business Plan For Entering The Italian Market, Cameron Demott
Marketing Undergraduate Honors Theses
Starbucks is a multinational coffeehouse chain founded in Seattle, Washington in 1971 (Starbucks, 2023). The company has become one of the world's most recognizable brands, with over 30,000 locations in 78 countries worldwide (Starbucks, 2023). The coffee house has a reputation for providing high-quality coffee, great customer service, and a unique in-store experience. Americans view Starbucks as the golden standard for coffee shops and admire the brand for its success. After establishing a strong presence in the market in the United States, Starbucks decided to go global. In 1996, the chain opened its first store overseas in Japan and then …