JOURNAL OF CONSUMER MARKETING, VOL. 15 NO. 2 1998, pp. 191-197 © MCB UNIVERSITY PRESS, 0736-3761 191
Introduction
After a long and tiring flight from Seattle to Kuwait via London, the Kuwaiti
Airlines jetliner finally lands and Mr Howard Behar mentally prepares to
meet with Mr Nasser Al-Mutair. This meeting has been anxiously
anticipated by both parties.
Nasser is a young businessman recently graduated with a degree in
marketing from a regional university in the State of Washington. This is
where he became familiar with Starbucks Coffee and learned of Mr Behar,
the President of Starbucks International Coffee Company.
Nasser had so enjoyed the Starbucks speciality coffees as a student and had
observed how many Americans and other international students also loved to
drink this popular coffee. Knowing the fondness that Arab people have for
coffee, Nasser thought that a speciality coffee shop might be successful in
Kuwait, which has seen an increasing number of Americans......

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Title: Starbucks In Kuwait
Approximate Word Count: 3227
Approximate Pages: 13 (250 words per double-spaced page)

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