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Using Corporate Identity, Brand Management and Design as Strategic Tools When Launching A Foreign Retail Business in Stockholm Sweden: A case study of Starbucks Coffee Company
Stockholm University, Faculty of Social Sciences, School of Business.
2000 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The two "Big Nexts" in retail marketing are individually tailored products (personalised) and selling experiences (the "experience economy"). Starbucks, the case company, have had enormous success in the US with their premium coffee and high quality service. Using these trend, even before they were trends, in their everyday business has been one of the main reasons for the great success in the US. How can a launch be made in Stockholm, Sweden?

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Business Administration
URN: urn:nbn:se:su:diva-1788OAI: diva2:190571
Available from: 2007-01-05 Created: 2007-01-05

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