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1. Entry into the Coffee Shop Market – Starbucks establishes in Gothenburg. The demand and supply of the domestic coffee shop market
Magister-uppsats, Göteborgs universitet/Institutionen för nationalekonomi med statistikSammanfattning : This thesis discusses the expansion of Starbucks to Gothenburg and their main preconditions and challenges when establishing. It also looks at the state of competition on the local coffee shop market, students’ preferences and associations towards Starbucks and the students’ willingness to pay for Starbucks’ coffee. LÄS MER
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