The Art of the Sell Side
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Starbucks plans to open its first shop in Italy, its most intimidating market. The Chain stated it would open in Milan in 2017, in partnership with Italian developer Percassi. Italy proves a challenge to Starbucks as coffee is a deep part of the culture.
The Starbucks store in Italy will be owned and run by Percassi, the licensee. Starbucks has presence in Europe, but has not been successful there...(Marietta Daily Journal/March 1, 2016).
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