Explores the strategic initiatives of entrepreneurs to develop mass market, specialty coffee in the 1980s and 1990s. These initiatives include the development of premium products, the rapid expansion of the company's stores - each with attractive retail and responsive customer service - and, in particular, the creation of a strong brand. Is also highlighted as an organization built Schultz Starbucks, considering the consistent attention that he and his colleagues are available on the company's relationship with its employees, as Schultz funded early expansion of Starbucks', as vertical integration to ensure quality control, and how - strategically and operationally - the company managed its phenomenal domestic and international growth after 1993 "Hide
. by Nancy F. Koehn Source: HBS Premier Case Collection 40 pages. Publication Date: February 13, 2001. Prod. #: Eight hundred and one thousand three hundred sixty-one-PDF-ENG
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