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Michael-Goldberg

Weatherhead's Michael Goldberg comments on new Starbucks marketing plan

MEDIA | November 21, 2023
STORY BY: EDITORIAL STAFF


International Business TimesMichael Goldberg, associate professor of design and innovation at Weatherhead School of Management and executive director of the Veale Institute for Entrepreneurship, noted that coffee-giant Starbucks is abandoning the old concept of “third place,” an affordable luxury where people could enjoy their favored drinks away from home and work, instead turning into a “convenience place,” where people purchase their preferred drinks on the run from the drive-through window.