In 1999, a coffee chain opened its first store in a country where no one really drank coffee.
In 2025, another coffee chain opened its first store in a country where coffee-based drinks are already part of daily life — and coffee shops are on every corner.
One company started building a market from scratch.
The other entered a market that seems oversaturated — a classic red ocean.
So… who made the strategic mistake?
Read more here.
Svyatoslav Biryulin
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I write about cognitive biases in business strategy, mental models for strategic decision making, and paradoxes in business strategy. Subscribe to get new articles delivered straight to your inbox.
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