Starbucks adds olive oil to coffee : will it be a recipe for success in Italy? /
Starbucks, the world's largest coffee chain, is attempting to cater to the palate of its Italian consumers by launching Oleato, a range of olive oil-infused coffee drinks. The U.S. chain is hoping that the unusual blend will help it gain an edge over local cafes and elevate its presence in a co...
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| Format: | eBook |
| Language: | English |
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London :
SAGE Publications: SAGE Business Cases Originals,
2023.
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| Series: | SAGE business cases.
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| Online Access: | Connect to the full text of this electronic book |
| Summary: | Starbucks, the world's largest coffee chain, is attempting to cater to the palate of its Italian consumers by launching Oleato, a range of olive oil-infused coffee drinks. The U.S. chain is hoping that the unusual blend will help it gain an edge over local cafes and elevate its presence in a country with a rigid coffee culture. The case study examines the challenges that Starbucks could face in rolling out the product and evaluates the strategies it has adopted to offset them. |
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| Physical Description: | 1 online resource. |
| ISBN: | 9781071924518 1071924516 |