Date of Award

Spring 2018

Degree Type



Moore School of Business

Director of Thesis

Dr. Ken Erickson

Second Reader

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.

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