What factors in the environment provided the opportunity for Starbucks to develop a new, successful retail chain?

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What factors in the environment provided the opportunity for Starbucks to develop a new, successful retail chain? What demand and supply conditions prevailed in the U.S. coffee market when Howard Schultz purchased Starbucks in 1987? What insight did Schultz have that other players in the coffee market did not possess?

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Retailing Management

ISBN: 9780071220989

8th International Edition

Authors: Michael Levy, Barton Weitz

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