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2008年7月18日 星期五

Starbucks' Lessons for Premium Brands

Starbucks' Lessons for Premium Brands

http://hbswk.hbs.edu/item/5973.html
After building a great franchise offering a unique customer experience, Starbucks diluted its brand when it overexpanded and offered too many new products. Harvard Business School professor John Quelch thinks the trouble began when the company went public.

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