Ivey Business School (Canada)
-
Investing in a Unicorn: The Case of Luckin Coffee Gone Rogue
Andrea Santiago; Fernando Martin Roxas; Maria Theresa ManalacCase IVEY-9B21N001-EFinanceLuckin Coffee Inc. (Luckin), an emerging growth firm that aimed to become the market leader in the coffee industry in China, had quickly grabbed market share by using freebies and discounts to entice cost-conscious Chinese consumers to try its products. Luckin sold its coffee and snacks through a proprietary mobile app, and customers either picked up their orders from strategically located stores or had them delivered. By the end of 2019, Luckin ...Starting at €8.20