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Starbucks: Harford's Undercover Economist

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Starbucks, one of the most famous coffee store all around the world, and even, the children who still study in primary school, know about the Starbucks. In most of the case, Starbucks already become one of the high incomes companies. In “Undercover Economist”, Harford told that Starbucks sell them coffee usually at 1.5 times high than its costing. (2012) How can Starbuck be so powerful, but still have so many loyal fans to buy their products? In the article below, it will show you that how Starbucks using Location Advantage and Monopoly Rent to become really successful. (Harford, 2012) In “Undercover Economist”, Harford shows the biggest issue affect to the Starbucks to have a huge success is a location. Based on the investigation of the

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