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Starbuck's experience
Starbucks has had success expanding internationally through a variety of partnership models. The company carefully selects partners based on their market knowledge and experience. Starbucks also considers local coffee drinking behaviors and cultures when entering new markets. In China, coffee is not a mainstream beverage so Starbucks promoted a third space experience and conducted extensive research before opening its first store in 1999. It has since focused on building its brand in major Chinese cities while deepening commitments in Taiwan and Shanghai.
