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Starbucks – taking on the world: Can the coffee retailer join the all‐time greats?

Strategic Direction

ISSN: 0258-0543

Article publication date: 1 July 2004



For the brands that have managed to achieve worldwide fame and recognition, their prosperity has sewn them into popular culture and helped fashion them into icons of their time. Whether they are loved or hated, their influence remains undeniable. While recognition and riches on such a scale may be the dream of almost every budding entrepreneur, fame does not of course come without its costs. Giants like Microsoft, Coca‐Cola, Nike and McDonald’s continually face barrages of criticism – amplified by their global presence – where it appears no move can go unnoticed. But is it possible to achieve mega‐success yet remain as loved as a small company operating in a local market? And even more importantly, can growth be achieved whilst maintaining an ethically sound approach to business?



(2004), "Starbucks – taking on the world: Can the coffee retailer join the all‐time greats?", Strategic Direction, Vol. 20 No. 7, pp. 13-15.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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