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Case
| HBS Case Collection
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2008
Starbucks Coffee Company in the 21st Century
by
Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller
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Abstract
The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most powerful brands and forging a new business model based on industry disrepair and responsible global citizenship. In 2008, Starbucks leadership faces a range of issues-inside and out of the company-related to that success. This case examines these issues in the context of a changing economy, increased competition, evolving consumer priorities, and the organization's place on the larger global stage.
Keywords: Business Model;
Economy;
Growth Management;
Brands and Branding;
Corporate Social Responsibility and Impact;
Competition;