Starbucks Brews Global Returns

I am finishing a 10-day vacation in Russia and Finland (I am writing this in Helsinki, which is not as cold in winter as you would imagine), and I was again struck by one of the great American exports: Starbucks (SBUX).

I last discussed the global power of this brand after a trip to India nearly a year ago. My swing through the Baltic region only reinforced my view that Starbucks' global growth opportunity has only just begun. In 20 years, Starbucks could be what McDonald's (MCD) or Coca-Cola (KO) are now: ubiquitous brands that aren't seen as "American" but are weaved into the fabric of everyday life in every region in which they operate. Importantly, Starbucks is an aspirational lifestyle brand -- less so in the U.S., but importantly around the world. In most developing countries, sitting in a Starbucks, sipping a latte and working on your laptop is not about the coffee. It is about announcing that you have disposable income and are a citizen of the modern world....247 more words left in this article. To read them, just click below and try Real Money FREE for 14 days.

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