Marketing in a Global Economy

Marketing in a Global Economy

Introduction

According to the article, Starbucks is reluctant to enter the Italian market. The article discusses the challenges such as, the reputational risk in Italy and the strategy to overcome this risk. The difference of coffee culture prevails between the American and Italian society. The situation of doubtfulness is prevailing at this point of time when the company has to make expansion decisions regarding Italy (Faris, 2012). The brand image and credibility can be gained if Starbucks starts its operations in Italy. However, the doubtfulness prevails regarding the Italian market.

Discussion

Challenges faced by Starbucks while addressing the ...