In 2000, Starbucks boldly entered the Australian market. It made many false assumptions and failed to conduct due diligence in the form of market research as it plowed ahead, opening store after store. In 2008, it closed two-thirds of its Australian outlets. This brief, engaging video analyzes where Starbucks erred and what it can learn from its failure. getAbstract recommends this corporate case study to students of business and to anyone attempting to export a brand.
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