Problem: Describe Starbucks and critically access the components that contribute to its success. Provide three references
Reference:
- Abimbola, T. (2001). Branding as a competitive strategy for demand management in SMEs. Journal of research in marketing and entrepreneurship
- Garthwaite, C., Busse, M., Brown, J., & Merkley, G. (2017). Starbucks: A story of growth. Kellogg School of Management Cases.
- Thompson, C. J., & Arsel, Z. (2004). The Starbucks brandscape and consumers'(anticorporate) experiences of glocalization. Journal of consumer research, 31(3), 631-64.
- White, B., & Moraschinelli, E. (2009). The Pursuit of Sustainable Competitive Advantage: A Profile of the Starbucks Corporation.