Onward: How Starbucks Fought for Its Life without Losing Its Soul

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Onward: How Starbucks Fought for Its Life without Losing Its Soul

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Longitud: 9 minutos
Why the quest for growth almost destroyed Starbucks, and how focusing on people over profits saved it.

Between 2006 and 2007, Starbucks suffered an existential crisis, marked by a commoditization of its services, a decline in customer satisfaction, and plunging profits. In “Onward,” former CEO Howard Schultz recounts how Starbucks found itself in this crisis and what he and his team did to save it. In this Snapshot, you’ll learn how Schultz and his colleagues rediscovered Starbucks’ roots as the world’s coffee authority.

Lea este Snapshot si:

  • Enjoy coffee and want to understand Starbucks’ rise to fame
  • Wonder how a CEO puts a plan in place to pull a company back from the brink
  • Are interested in the role of team-building and customer engagement in a company’s success
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