Catherine Chandra’s essay combines original field work, interviews, and market research with academic research in the fields of food studies, urban studies, and business studies. Taking a cue from our collaboration with Paul Salopek, whose National Geographic “Out of Eden Walk” and “City Walks” projects inspired our “Walking as Inquiry” course design, Catherine explored areas of Shanghai with the goal of discovering and defining a research and writing project rooted in Shanghai’s dynamic and layered cityscape. This approach invites students to research their own areas of academic interest, and Catherine’s focus on business and marketing, refracted through the lens of our WAI readings, discussions and activities, led her to see both an opportunity for scholarly research and analysis as well as a chance to advance ambitions in both the study and practice of business, economics, and marketing. Her argument that, in a landscape dominated by large coffee chains, entrepreneurs should consider seeking to define and fill niches in the Shanghai coffee market by distinguishing their businesses largely in cultural terms, sheds light not only on the business side of things, but also reflects Shanghai’s unique cosmopolitan identity. Consider reading Catherine’s essay in a favorite Shanghai café or coffee shop over an expertly brewed cup, and enjoy! But enjoy critically, of course :-)
—David Perry