Weatherhead’s Michael Goldberg comments on new Starbucks marketing plan

Starbucks keeps the hype for lattes alive as it turns from a ‘third place’ to ‘convenience place’
International Business TimesMichael Goldberg, associate professor of design and innovation at Weatherhead School of Management and executive director of the Veale Institute for Entrepreneurship, noted that coffee-giant Starbucks is abandoning the old concept of “third place,” an affordable luxury where people could enjoy their favored drinks away from home and work, instead turning into a “convenience place,” where people purchase their preferred drinks on the run from the drive-through window.