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| Business & Management Highlights |
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One of the recent challenges met by Egea is the successful promotion of a new line of business and management titles intended for a wide audience. Such titles meet the standards of international business books and give a fresh look at current developments in management and marketing, by putting the spotlight on the people and the corporations acting as today’s drivers for change. International and Italian authors, academics, journalists and professionals have been part of the project undertaken by our Company to spread the culture of management more widely, and discuss the latest social, economic, and technological trends.
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| BUSINESS & MANAGEMENT HIGHLIGHT |
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STARBUCKS by Taylor Clark
Through a cast of characters that includes coffee-wild hippies, business sharks, Hollywood trendsetters and more, the book explores how Starbucks manipulates psyches and social habits to attract loyal customers, while uncovering all the links in the world coffee commodity chain, from Third World growers to First World roasters. While Clark admires Starbucks' ability to repackage coffee and the coffeehouse as crucial consumer and social experiences, there's much he doesn't like about the company: Starbucks is described as a crafty real estate investor, bent on diminishing the world's diversity by ruthlessly outmaneuvering local competition, while it relentlessly deskills its coffee-serving employees, the baristas, who have given a new twist to the meaning of McJob. Leave a comment | |
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