Date of Award
Moore School of Business
Director of Thesis
Dr. Ken Erickson
Ms. Kayla Stephens
Over the course of several weeks, I conducted a series of observations at Indah Coffee Co. in order to better understand its marketing and interaction with the neighborhood. After observing the coffee shop several times, I consulted outside sources, a process that is considered to be in the psychological realm of “grounded theory”, constantly comparing them to my own observations. After an interview with Indah’s owner, I began compiling my findings. The following paper is an outline of my findings, including the importance of the product in the coffee industry versus other industries, the power of successful grassroots marketing, and the complexity of neighborhood development. This study taps into a host of related fields including marketing, craft beer, and sociology as it relates to the Millennial Generation.
Helms, Will, "Indah: The Unorthodox Rise of a Columbian Staple" (2018). Senior Theses. 257.
Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Entrepreneurial and Small Business Operations Commons, Food and Beverage Management Commons, Marketing Commons, Other Business Commons