Published by:
Harvard Business Publishing
Length: 4 pages
Topics:
Industry analysis; Innovation
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https://casecent.re/p/42645
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Abstract
When Starbucks made coffee hip, its success set off a chain reaction of innovation that boosted the whole category's profits. New research shows the same phenomenon at work in other markets, but the effect can work in reverse as well.
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Abstract
When Starbucks made coffee hip, its success set off a chain reaction of innovation that boosted the whole category's profits. New research shows the same phenomenon at work in other markets, but the effect can work in reverse as well.