Just read: ‘What You Can Learn From Starbucks Via: Improving a Product’s Image’ at BNET

Every week I buy a pound of coffee at Starbucks. (Yes, that’s how I fuel my work each week). This past week I was shocked to see “instant coffee” for sale. I wondered if I was in some kind of parallel universe.

This article gives a good take on the “why”, “how”, and “what now?” for Starbucks’ instant coffee.

What You Can Learn From Starbucks Via: Improving a Product’s Image | Back to B-School | BNET.

I’ll be watching Starbucks with great curiosity to see what happens. Can they improve the image of instant? Or will this be the Great Starbucks Folly?

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