Experience Stern | News & Events

Excerpt from Forbes -- "If ever there were a case of coals to Newcastle it must be the announcement by the U.S.-based coffee shop chain Starbucks that it intends to set up in Italy next year. Chief executive Howard Schultz reportedly describes the move as the fulfilment of a 30-year dream. If it in fact turns out to be a nightmare Schultz will at least have the consolation of knowing he was not alone in mis-reading the market. Indeed, a book just out by Robert Salomon, globalization expert at New York University’s Stern School of Business, describes how often companies from all over the world come unstuck by ill-judged expansion into territories they do not understand as well as they think they do."

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