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Essay / Research Paper Abstract
A 7 page paper using a case to identify the most critical risks that Howard Schultz has taken with Starbucks, whether they were successful and why they were or were not. There are many risks to choose from, because it appears from the case that one of Schultz's favorite pastimes is taking risks. The paper identifies and discusses 8 identified risks. Bibliography lists 2 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSstarbux2004.rtf
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Unformatted sample text from the term paper:
identify the most critical risks that Howard Schultz has taken with Starbucks, whether they were successful and why they were or were not. There are many risks to choose
from, because it appears from the case that one of Schultzs favorite pastimes is taking risks. Some of the leading ones are: * Duplicating the Italian coffee bar model;
buying the company in 1987 and reshaping it to be the chain of coffee bars he had envisioned after his trip to Italy * Ambitious store-opening schedule in the early
years * Retaining ownership of all stores rather than franchising to dilute the risk * Convincing the Board that losing money was acceptable as Starbucks put its infrastructure in place
* Consideration for employees in pay, stock plans and insurance * Adopting social causes as corporate core values and deciding to work with NGOs and to develop a stringent social
responsibility position * Aggressively pursuing international expansion * Abandoning the ownership-only stance on company stores by allowing licensing of the Starbucks name in places where Starbucks could not open a
store The Coffee Bar Model Duplicating the friendly, gathering-place atmosphere of the Italian coffee bar was a risk for Starbucks. Schultz could
be relatively certain of reception of such a place in a specific neighborhood or office park, but imposing the same characteristics in thousands of communities across the nation - and
then the world - required that Starbucks be able to transcend local habits and tastes. Clearly Schultzs duplication of the atmosphere of the
coffee bars was and continues to be outrageously successful. The notion of Americans dashing into offices in the morning without making any other stops or detours had to be
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