Teaching Note: Not just another coffee chain: can Nothing Before Coffee grow without losing its flavor? Available to Purchase

Revanth Kumar Guttena is based at School of Business, Woxsen University, Hyderabad, India. He is an Assistant Professor of marketing in the school of Business, Woxsen University, India. His research interests are co-creation, consumer behavior, services marketing, social media, complexity theory and storytelling. He has published several papers in reputed international journals like the Journal of Product and Brand Management and International Journal of Bank Marketing.

Subhajit Pahari is based at School of Business, Woxsen University, Hyderabad, India. He is an Associate Professor at Woxsen University, with over a decade of academic and research experience in management studies. He has successfully mentored PhD scholars and published extensively in international Q1 journals, including ABDC A ranked publications. His research interests encompass tourism management, consumer behavior, artificial intelligence in health care and sustainability in service industries. Dr Pahari has received multiple Best Paper Awards and has authored several books on management topics. His work integrates interdisciplinary perspectives, focusing on the intersection of technology, cultural dynamics and strategic management in tourism and hospitality sectors.

Kiran Menghani is based at School of Business, Woxsen University, Hyderabad, India. She is an Assistant Professor, School of Business, Woxsen University Kamkole, India. Her research interests are in the areas of Marketing, Psychology and General Management.