Starbucks: Schultz Back in the Brew
Publication date: 20 January 2017
Abstract
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.
Keywords
Citation
Snell, S.A. and Lemley, A. (2017), "Starbucks: Schultz Back in the Brew", . https://doi.org/10.1108/case.darden.2016.000287
Publisher
:University of Virginia Darden School Foundation
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