commoditization

On 23 February 2007 an e-mail, from Starbucks Coffee chairman Howard Schultz to his senior leadership team, was leaked and posted on the internet. In the note, Howard outlined key issues leading to possible "commoditization of the Starbucks brand." This is [...]

Last week an e-mail, from Starbucks Coffee chairman Howard Schultz to his senior leadership team, was leaked and posted on the internet. In the note Howard outlines to his senior leadership team key issues leading to "commoditization of the brand." Howard's [...]