Scott Anthony of the Harvard Business blog, Starbucks’s efforts with its new instant coffee called Via is a great example of how to love the low end of a market. Check out his analysis of this interesting marketing case. (Disclosure: Starbucks is a sponsor of Alltop)
How to love the low end –
About the Author: Guy Kawasaki
Guy Kawasaki is the chief evangelist of Canva, an online graphic design tool. Formerly, he was an advisor to the Motorola business unit of Google and chief evangelist of Apple. He is also the author of The Art of Social Media, The Art of the Start, APE: Author, Publisher, Entrepreneur, Enchantment, and nine other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.