Marketing Blurb has not traveled in Europe for years, but we do know this much. The
French appreciate a good cup of coffee more that the next European, and the French don’t need Americans to brew or serve them coffee. But Starbucks is not taking our advice, and they are opening 23 locations in France. There are a few cultural stumbling blocks, like paper cups versus china, oh, and Starbuck’s no smoking policy. But there is another serious issue.
Marketing Blurb fears the entire world is beginning to look like a franchise of the United States. Now, don’t get us wrong. We love Starbucks coffee, and we love international trade. But the French do not need our brew. Off the soapbox.
Business Week has the second cup.
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