Here is a video of Howard Schultz - CEO at UCLA in 2008. Watch this video and comment briefly 1 - 2 paragraphs on how Starbucks is building their global brand.
How Starbucks Built a Global Brand, UCLA
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The vision that Howard Schultz had was to place Starbucks in the mind of consumer as a place between work and home, where they can really interact with people. As the trend of constantly being on their electronic devices was increasing at a high pace, at the time.
Building their core competences on the human resources improvements. By offering better benefit they were building competitive advantage, however it this brought ...
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