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For this Module 1 Case, refer to: Areddy, James T. (2007). Starbucks, PepsiCo Bring 'Subopera' to Shanghai.
The article refers to new media being used to introduce and strengthen a brand in a fairly new market. Also, review the Starbucks document in the Presentations file.
In your opinion, what are the advantages and disadvantages of using a subway system to promote and build a brand, such as Starbucks?
To you, what does Starbucks mean as a brand?
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