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Brewing the Perfect Blend: Starbucks Enters India
內容大綱
In January 2012, Starbucks enters into a 50:50 joint venture with Tata Global Beverages Limited (TGBL), under which Starbucks will own and operate outlet stores in Mumbai. TGBL has a strong reputation and presence throughout the entire coffee production chain - growing, roasting and trading - that has helped Starbucks navigate its entry into the Indian market. But will this alliance be enough for Starbucks to overcome the political, economic, social and cultural challenges unique to the Indian market and establish its stamp? Would it even be possible to do so without a local partner?