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Alto Coffee: Brewing The Premium Coffee Proposition

In: START-UP Thailand The Entrepreneurs’ Journey

Author

Listed:
  • Philip C Zerrillo
  • Havovi Joshi
  • Pannapachr Itthiopassagul

Abstract

At Alto Coffee, a retail and wholesale coffee business based in Bangkok, the smell of a successful coffee recipe is certainly in the air. But, the path to today’s growing enterprise did not come without a few pivots. Patthrapon Ruangsuteerakit (“Tae”), owner and business development manager of Alto Coffee, explains that if you are driven by numbers or quantity, and not quality, it may not matter now, but it will matter three to five years down the road — and that is important, because they plan to be there for the long run.

Suggested Citation

  • Philip C Zerrillo & Havovi Joshi & Pannapachr Itthiopassagul, 2020. "Alto Coffee: Brewing The Premium Coffee Proposition," World Scientific Book Chapters, in: START-UP Thailand The Entrepreneurs’ Journey, chapter 10, pages 123-137, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789811216190_0010
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    More about this item

    Keywords

    Business; Entrepreneurship; Thailand; Start-up; Innovation; Commercialization; Growth. Family Business; Managing Through Turbulence;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

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