Evoking Symbolic Values Around a Product and Becoming a Global Icon: The Case of Starbucks

Michele Fioroni and Garry Titterton

Chapter Chapter 19 in Brand Storming, 2009, pp 174-180 from Palgrave Macmillan

Abstract: Abstract The history of Starbucks represents a classic demonstration of how an existing business model can be transformed into an extraordinary success story.

Keywords: Brand Community; Front Office; Bookshop Chain; Exist Business Model; Indirect Competitor (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_19

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DOI: 10.1007/978-0-230-23351-5_19

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