Question
1) How is the Starbucks experience in Milan different? How is the store different from typical Starbucks stores in the U.S? Are they serving different
1) How is the Starbucks experience in Milan different? How is the store different from typical Starbucks stores in the U.S? Are they serving different product?
2) Think about how the Italian market is described in the case, how is coffee culture in Italy different than in other market?
3) Why would launching with a premium experience ( the Starbucks Reserve rooster) be a sound strategy
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Advertising Promotion And Other Aspects Of Integrated Marketing Communications
Authors: Terence Shimp, Craig Andrews
9th Edition
978-1111580216, 1111580219
