Following The Yuan: Beyond earnings, can Starbucks China keep pace with local competitors?

In her WARC column titled ‘Following The Yuan’, Yaling Jiang asked what value Starbucks China has apart from corporate mooncake vouchers and good wifi when it doesn’t represent quality, brand cachet or cost-effectiveness.

Starbucksentered China over two decades ago when the country became open to foreign business, and the demographic dividend was untapped; in the coffee category, it’s established itself as the market leader and received the Ready-To-Drink New Product Launch...

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