Saving Starbucks: What We Can Learn From Brian Niccol’s Vision to Refocus the Coffee Giant
Success
SEPTEMBER 19, 2024
Žižek observed that Starbucks used in-store marketing to showcase local farming initiatives and the empowerment of coffee-producing communities in developing countries, effectively reducing the guilt associated with purchasing premium-priced coffee. “I I admire the ingeniosity of this solution. It didn’t work.
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