ALTO COFFEE: BREWING THE PREMIUM COFFEE PROPOSITION

Philip C Zerrillo, Havovi Joshi and Pannapachr Itthiopassagul

Chapter 10 in Start-up Thailand:The Entrepreneurs' Journey, 2020, pp 123-137 from World Scientific Publishing Co. Pte. Ltd.

Abstract: At Alto Coffee, a retail and wholesale coffee business based in Bangkok, the smell of a successful coffee recipe is certainly in the air. But, the path to today’s growing enterprise did not come without a few pivots. Patthrapon Ruangsuteerakit (“Tae”), owner and business development manager of Alto Coffee, explains that if you are driven by numbers or quantity, and not quality, it may not matter now, but it will matter three to five years down the road — and that is important, because they plan to be there for the long run.

Keywords: Business; Entrepreneurship; Thailand; Start-up; Innovation; Commercialization; Growth. Family Business; Managing Through Turbulence (search for similar items in EconPapers)
JEL-codes: L26 M10 M13 (search for similar items in EconPapers)
Date: 2020
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