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Everything but the Coffee - Learning about America from Starbucks (Paperback)
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Everything but the Coffee - Learning about America from Starbucks (Paperback)
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"Everything but the Coffee" casts a fresh eye on the world's most
famous coffee company, looking beyond baristas, movie cameos, and
Paul McCartney CDs to understand what Starbucks can tell us about
America. Bryant Simon visited hundreds of Starbucks around the
world to ask, Why did Starbucks take hold so quickly with
consumers? What did it seem to provide over and above a decent cup
of coffee? Why at the moment of Starbucks' profit-generating peak
did the company lose its way, leaving observers baffled about how
it might regain its customers and its cultural significance?
"Everything but the Coffee" probes the company's psychological,
emotional, political, and sociological power to discover how
Starbucks' explosive success and rapid deflation exemplify American
culture at this historical moment. Most importantly, it shows that
Starbucks speaks to a deeply felt American need for predictability
and class standing, community and authenticity, revealing that
Starbucks' appeal lies not in the product it sells but in the
easily consumed identity it offers.
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