Starbucks evolved into a household name not just because it raised the profile of high-quality coffee. A major strength for the concept is its skill at satisfying a basic need — affordable indulgences. For $4, customers can buy a made-for-them, high-quality treat that does not break the bank. In the current economy, consumers have trimmed spending on items deemed nonessential, including, in some cases, those $4 coffee drinks. But everyone still likes a treat, especially if ...
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