Published on in “Business, Business”, language — English. 62 pages.
Making the decision to enter the Chinese market with its’ traditional tastes and broad culture is something most businesses think twice about. Back in 1999, Starbucks decided to venture into what was a virtually untapped and untried marketplace. 17 years, and 2,100 stores
later, they have managed to tame the Red Dragon. International Business expert Marjane Beaugeois looks into how they achieved this and what lessons you can take away to use in your own business. More
