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Starbucks Coffee at McDonald’s
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Consumer Behavior Articles research papers
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A 6 page paper discussing Ivey Case 98M006, Starbucks. McDonald’s has made another attempt to persuade Starbucks to allow it to carry Starbucks’ coffee in its restaurants, at a time when Starbucks’ senior management is examining the company’s prospects for growth in the future. Doing business with McDonald’s certainly would increase Starbucks’ short-term revenues, but such close association with fast food appears to carry promise of damaging Starbucks’ existing image and brand equity. The paper recommends that Starbucks reject McDonald’s overtures in the interest of protecting its brand equity. Bibliography lists 3 sources.
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Pages:
6
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Filename:CC6_KSmgStarMcD.rtf |
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Paper Title:
Starbucks Coffee at McDonald’s
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