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Gordon Bowker on teachers who lead a dual life.

What can the schools or Youth Employment Service do for the ambitious child from a poor background? All the sociological evidence suggests that a working‐class background is still a formidable obstacle to upward social mobility. The children seem as aware of this as the social scientists. A London Youth Employment Officer told me that high ambitions expressed by school‐leavers on written questionnaires are almost always replaced by down‐to‐earth job requests in interviews.

In the colleges of education, residence rules are the major issue between students and authorities. The majority of the 157 colleges of education in England and Wales are largely residential, and most see community living as a fundamental and valuable feature of teacher training. Joan Brothers and Stephen Hatch in their Residence and Student Life report typical comments by college principals. ‘We aim for one corporate family with ideals in common wanting to share life together,’ said one, and ‘they get a lot out of residence which is useful to teaching,’ said another.

By early 2009 Starbucks had nearly 17,000 stores worldwide, with about a third of these outside the United States. Despite multibillion-dollar annual revenues, the giant coffee retailer's yearly growth had declined by half, quarterly earnings had dropped as much as 97 percent, same-store sales were negative, and its stock price was languishing. Factors such as a global economic downturn and increasing competition in the specialty coffee market from large players such as McDonald's and Dunkin' Donuts had driven this decline, resulting in the closings of hundreds of domestic stores already, with many more planned. Founder Howard Schultz, who had recently returned as CEO, and his executive team were convinced that Starbucks's growth opportunities lay overseas, where the firm already had a strong foothold in markets like Japan and the United Kingdom and was preparing to open hundreds of new stores in a variety of locations. But recent international challenges, including the closing of most Australian stores due to sluggish sales, made clear that Starbucks had more to learn about bringing its value proposition—a combination of premium coffee, superior service, and a “coffeehouse experience”—to foreign soil. The key question was not whether Starbucks could transport its value proposition overseas, but how the value proposition's three elements would play in recently entered and new markets. And the stakes of making the right international moves rose with each U.S. store closure. Schultz and his team also faced a broader question, one that applied to both their U.S. and foreign stores: Could they “grow big and stay small,” remaining a huge retailer that delivered both high-quality products and a consistently intimate and enjoyable experience to consumers worldwide? This case presents this challenge in the context of Starbucks's history, well-established value proposition, and domestic and international growth and vision.

The key objectives of the case focus on the successful growth of local city brand, to a country brand, to a global brand, leaving the questions: 1. How much more can it grow? 2. Can it? 3. What is the impact of new competitors in a given market and/or the impact of the global economy on discretionary spending by a loyal customer base? 4. How important is it to the sustain a brand's core value(s) proposition when innovating for new audiences and customer preferences?

This case describes the financial and non-financial performance of Starbucks, a large organisation provided as on 2007. Howard Schultz, the promoter and chairman of the corporation is disturbed by the decline in the performance of Starbucks, especially the dilution of customer experience. He is required to analyse what happened and adopt a course of action to strengthen Starbucks' performance vis a vis competitive attacks. The participants are required to analyse the situation, generate options for Starbucks and make recommendations for the future, including whether Jim Donald, the current incubent, needs to retained as the CEO of Starbucks.

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.

Students after reading the case will learn about the issues and challenges of expansion in emerging markets. Global expansion versus multinational expansion. Stardardization versus localization. Socio-cultural aspects in international marketing. Leadership succession in multinational companies.

The case is about Starbucks’ journey of global expansion. It focuses on challenges in emerging markets. It also talks about the challenges to new CEO Kevin Johnson post stepping down of iconic leader Howard Schultz.

MBA Executive MBA Specialisation in Strategy, International Marketing.

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CSS 5: International Business.

The purpose of this paper is to re‐examine a celebrity CEO account using a variety of literary forms to uncover discourses of colonisation. Focuses on the probanza de mérito and the wonder tale or traveller's tale. Ideas of Non‐Place (Augé) and spatial practices (Lefebvre) conclude the analysis.

A close reading of the account of the building of the Starbucks retail empire, given in the CEO account: Pour Your Heart into It: How Starbucks Built a Company One Cup at a Time against the text, gives insights into the strategy and internal logic of the company founder which might otherwise be missed.

The account reveals the nature of the published account of the growth of the company as analogous to many of the accounts of the colonisation of the new world. The analysis of spatial practices at the company is used to explain some of the most successful resistance to its expansion.

Uses a wide range of theory to unpack celebrity success narrative and reveal counter‐narrative of practice.

Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Term. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.