Starbucks: Schultz Back in the Brew

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


Can the return of its founding CEO turn a lagging Starbucks around? Howard Shultz must map a strategy that addresses the company's decreasing sales and perhaps too rapid growth. Had the previous CEO's efforts to streamline operations compromised the Starbucks experience or was a changing economy to blame? Schultz considers whether to close existing stores, slow U.S. growth while expanding overseas, and improve the customer experience, which he believed had eroded the company's value proposition.



Snell, S. and Lemley, A. (2017), "Starbucks: Schultz Back in the Brew", Darden Business Publishing Cases.

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