Professional Documents
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"This case distills 20 years of my thinking about the most important lessons
of strategy, leadership, and managing in turbulence in the frame of a very FEATURED FACULTY
relevant company," says Koehn, the James E. Robison Professor of
Business Administration. "As a brand, leadership, and entrepreneurship
scholar, I've been dogging Starbucks for a long time."
On a 1995 trip to Seattle, Koehn visited a Starbucks store for the first time
and was struck by what she saw and felt. The notion of a "third place"
between home and work to relax and enjoy the small, affordable luxury of a
special coffee beverage seemed to resonate with the social and economic
moment, she recalls. Six months later she met Howard Schultz, an NANCY F. KOEHN
entrepreneur who acquired the company in 1987, and was struck by his
seriousness of purpose and the breadth of what he wanted to accomplish. James E. Robison Professor
of Business Administration
The case, Koehn's fourth to focus on Starbucks, opens in February 2007.
Schultz, no longer Starbucks' CEO but still its chairman, is worried the CONTACT
company is losing its ability to be true to its values while providing a store Send an email
experience that conveys a sense of comfort, connection, and respect for its
product and the communities Starbucks serves. → More Articles
GROWTH MANAGEMENT
LEADERSHIP
ORGANIZATIONS
TRANSFORMATION
UNITED STATES
CEO Howard Schultz has reignited Starbucks with innovative new offerings Photo: iStockPhoto
and by refocusing workers on the company's core values.
So Schultz composed a heartfelt, searching memo to senior leadership. In
it, he bemoaned decisions (for which he accepted responsibility) that
improved efficiency and increased economies of scale but robbed stores of
some of their essential magic, such as the smell of roasting coffee and the
sights and sounds of traditional Italian espresso machines and baristas at
work.
The scope and richness of Koehn's case gives it the feel of a page-turning
novel; in that sense, Schultz's memo is the inciting action for all that
follows.
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10/31/2018 In January 2008, Schultz returned as Starbucks CEO,
Starbucks replacing Jim
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Donald, the man he and other senior colleagues had chosen to lead the
company.
"Schultz understood that you can't lift your foot off the gas pedal when
you're attempting to transform a company," Koehn says. "Severe as its
financial needs may be, you also have to figure out what you will invest in.
Schultz knew that if he waited until the company was out of the woods to
invest in new products, communication channels, and ways of doing
business it would be too late—Starbucks would no longer be relevant."
From the start, Schultz sent the clear, unwavering message that Starbucks'
transformation would represent a return to its roots and an uncompromising
commitment to core values, such as health care benefits for any partners
working at least 20 hours a week.
"I needed an unfiltered venue for expressing my empathy about all that we
were asking our partners to do and telling them plainly what was at stake,"
he wrote in Onward: How Starbucks Fought for Its Life without Losing Its
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10/31/2018 Soul. The answer, in Schultz's mind, was a Starbucks
three-day conference in New
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The New Orleans conference was a turning point for Starbucks; in the
"novel" of Koehn's case, it's the climax.
Schultz's experience qualifies him for closer study in Koehn's HBS course
Power and Glory in Turbulent Times: The History of Leadership from Henry
V to Steve Jobs. Not all managers are confronted in their careers with the
sort of transformation challenge faced by Starbucks, but Schultz's
reflections and actions are instructive for anyone charged with finding
sources of strength, innovation, and renewal in today's turbulent business
environment, Koehn says.
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10/31/2018 Starbucks Reinvented
LEADERSHIP ENTREPRENEURSHIP
GENDER NEGOTIATION
COMMENTS
Chris Gallup
Savvy Network Logic LLC
GRETCHEN
I though Starbucks was passe until my 13 year old son became obsessed with going to Starbucks
and filling his rewards card about a year ago...he loves the Lime Cooler and he thinks Starbucks is
"cool" - how did that happen? Second, I was traveling throughout England and Wales with a few
days in Berlin this summer and Starbucks was in many of the small towns as well as prominent in
London and Berlin. What was very surprising to me, is that EVERY Starbucks I saw was packed - all
day - with people waiting in line to buy something...wow! There were local cafes nearby but still,
Starbucks was crowded. That was a big surprise!
JOHN T HAYS MBA '64 FOUNDER AND FIRST CEO, COFFEES OF HAWAII INC.
I enjoyed reading about Starbucks. I have known the company since founder Jerry Baldwin handed
management over to Howard Schultz and ownership to the Seattle investor group, part of which
invested in Coffees of Hawaii as well. Dr. Ron Margolis, from Starbucks' board, served on our board
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10/31/2018 as well. We were the first mechanized coffee plantation in the USA,
Starbucks and later, I was the first US
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delegate to the ICO from the Producing Sector. For many years I was happy to exchange
information with Howard and his chief green coffee buyer, EVP Dave Olson. I have a few relevant
photographs, which I can send you if you are interested in posting them.
Julia, are there any insights on how the community backlash in Europe on Starbuck's tax structures
has been internalised by the Company?
Will we see more voluntary tax payments in jurisdictions where little corporate tax is paid as was
done in the UK?
I should note for those unaware that all reporting on the topic confirms Starbucks has completely
legal organsational and tax structures in Europe.
As a business person for thirty years (not a consultant, not an academic), I have had the luxury of
watching competitors come and go, some on short order, some after years. Then there are those
companies who have survived and thrived 100's of years.
It has been my view that culture emerges out of the combination of people, the work and the
customer. What Schultz is really doing is taking this model to an even higher level. He's
managing/leading people, continuously improving process/work, and maximizing customer value.
This reminds us that when we're in the lead, there's no room for relaxing the effort. Schultz is the
master of that. All creat CEO's are the master of that!
There's a free white paper at www.ThreeBellCurves.com that explains the nature of business
culture. When you read it, think of Howard and lesser leaders and think about where they excel and
where they miss the mark. If YOU are a CEO think of yourself and where you excel and need room
for improvement. Good luck!
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10/31/2018 Starbucks Reinvented
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