TITLE

Know Who You Are

AUTHOR(S)
Schultz, Howard
PUB. DATE
October 2009
SOURCE
Leadership Excellence Essentials;Oct2009, Vol. 26 Issue 10, p8
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses the strategies used by the Starbucks Coffee management team to transform the brand amid the challenging economic times. Starbucks has reaffirmed its commitment to doing business responsibly, in the way it works to buy coffee ethically and help the communities. The brand has built its equity through the relationship with customers. Meaningful differentiation and separation between Starbucks and others who are selling coffee will be created by refocusing on the Starbucks Experience.
ACCESSION #
44492065

 

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