Investigate the strategic initiatives of the contractor to develop a mass market for specialty coffee in the 1980s and 1990s. These initiatives include the development of high-end products, the rapid expansion of stores – each with attractive retail and customer service environments response – and in particular, the creation of a strong brand. Also devotes considerable how Schultz built the Starbucks organization attention, given the importance that whenever he and his colleagues on the relationship between the company and its employees, how Schultz financed Starbucks early expansion, how the vertical integration ensures control of quality, and how – strategic and operational – the company achieved its phenomenal domestic and international growth after 1993.
by
Nancy F. Koehn
Source: HBS Premier Case Collection
40 pages.
Date Posted: February 13, 2001. Prod #: 801361-PDF-ENG
Howard Schultz and Starbucks Coffee Company Case Solution
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