Starbucks from USA to Italy. Not only coffee

Eraldo Olivetta

Micro & Macro Marketing, 2017, issue 3, 489-508

Abstract: The opening of the first Starbucks coffee shop in Italy was announced, precisely in Milan. The Starbucks approach to the market in the US and worldwide is very distinctive and quite different from the Italians' way of having coffee outside their home. How will Italians react to this new offer? Will the coffee shop leader «export» its standard model or will it adapt its offer to the specific Italian demand? This study aims to reflect on the differences in coffee consumption practices in Italy and in the US; this can be accomplished by assessing the different behaviours with the means used for analyzing and comparing the different cultures.

Keywords: Caffè; Cultura; Cultural Dimensions; High Context; Low Context; Adattamento; Acculturazione. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/88007 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/88007 (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/88007:y:2017:i:3:p:489-508

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().