Is Starbucks messing names on purpose?​

  By Amélie BLANCHERI If you already been to Starbucks in your country or abroad, you undoubtedly faced the situation in which the baristas mess with your name. Sometimes you have to repeat it several times to make it clear and even with that you had the wrong name on your cups or an original…

Customer-Consumer brand co-creation: Starbucks’ concept of “prosumer”

By Anaëlle DANICAN Nowadays, customers-consumers are increasingly involved in the product lifecycle. There is now a shift from being only a consumer, the person consuming the product, to being a “prosumer”, the person producing and consuming the product at the same time. Indeed, consumers have more and more influence than before on products’ success or…