登入選單
返回Google圖書搜尋
The Starbucks Unicorn Frappuccino and the Concept of Stunt Food
Ernest BaskinJessica V. Olszyk
出版SAGE Publications: SAGE Business Cases Originals, 2018
ISBN15264388879781526438881
URLhttp://books.google.com.hk/books?id=iuXcswEACAAJ&hl=&source=gbs_api
註釋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?