Starbucks tells the story of how a single retail outlet opened in 1971 became the world's largest chain of coffeehouses, and for that matter, one of the largest franchises of any kind, with over $10 billion in sales in 2008.
Starbucks offers readers the opportunity to get to know this extraordinary corporation's leaders, employees, guiding principles, corporate innovations, competitive strategies, setbacks, and future prospects. Along the way, it explores a number of fascinating issues, including the company's pivotal decision to use Arabica beans instead of mass-produced coffee and its efforts to support sustainable coffee farming worldwide. The book also looks at how Starbucks is coping with the global economic downturn, detailing its recent initiatives to reduce costs, offer healthier food, and re-embrace its coffee-centered, customer-based roots.
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Chapter 1 Origins and History of Starbucks
Chapter 2 The Founders and Early Management Team
The Coffee Culture
Chapter 4 Guiding Principles and Coffee Social Responsibility
Chapter 5 How Starbucks Moved Ahead of the Competition
Chapter 6 Financial Results and Starbucks Leadership
Chapter 7 Controversy and Coffee Competition
Chapter 8 Transition and Future Prospects
Starbucks through the Decades A Timeline to Success