How Starbucks' growth destroyed brand value

THIS IS a great link. hard to find an argument with this assessment

dave

The Harvard piece has an interesting perspective. It is a small thing, perhaps, but Starbucks was not founded by Mr. Schultz. It was founded by Gerald Baldwin, Gordon Bowker and Zev Siegl.

-Donald Schoenholt

See, Don, just one more reason to write the book. Too much bad info floating around out there about coffeedom. Bernie

While Mr. Schultz was not the founder of Starbucks, is it not true that he was the one who transformed a regional retailer of coffee beans into the coffee shop expereince that Starbucks is today? An interesting thought to ponder is: Would Starbucks be the same today without Schultz? I suppose one could argue that Howard Schultz founded the concept of Starbucks as a coffee shop selling espresso based beverages.

Shane

you are 100% correct.

in the same way that Ray Kroc turned a greaseburger stand in San Bernardino into McDonald's.