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The Starbucks Unicorn Frappuccino and the concept of stunt food / Ernest Baskin, Jessica V. Olszyk.
- Format:
- Book
- Author/Creator:
- Baskin, Ernest, author.
- Olszyk, Jessica V., author.
- Series:
- SAGE Knowledge. Cases.
- SAGE Knowledge. Cases
- Language:
- English
- Subjects (All):
- Starbucks Coffee Company--Marketing.
- Starbucks Coffee Company.
- Starbucks Coffee Company--Public relations.
- Coffee--Social aspects.
- Coffee.
- Marketing.
- Physical Description:
- 1 online resource.
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2018.
- System Details:
- text file
- Summary:
- Starbucks sold the Unicorn Frappuccino for just five days in April of 2017. This case describes how Starbucks harnessed the power of stunt food and the unicorn trend in creating the Unicorn Frappuccino. How did Starbucks use its understanding of food as social currency to capitalize on a trend where others had failed? Was the Unicorn Frappuccino a good idea despite the ensuing backlash?
- Notes:
- Includes bibliographical references and index.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781526438881
- OCLC:
- 1023551383
- Access Restriction:
- Restricted for use by site license.
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