Business.. March 12, 2011
A Changed Starbucks. A Changed C.E.O.
By Claire Cain Miller
In a recent article, The New York Times writes about the successful growth of Starbucks over the years that not even Mr. Schultz could have predicted. Whether we drink Starbucks or not it is hard to deny that it has changed how we drink and order everything. Although Starbucks have been quite successful over the years, during the recession Starbucks nearly "drowned in its caramel macchiato. The company's sals and share price sank so low that insiders worried Starbucks might become a takeover target. The CEO, Mr. Schultz, wants Starbucks to recapture a neighborhood feel. With this idea he unveiled the new, "coffee"- less logo. I think that no matter how successful a company is it is still important to come up with new ideas and keep the company fresh, because people don't want to keep seeing the same old thing. With this in mind I believe that Starbucks will continue to be successful with the bright and innovative ideas of Mr. Schultz.
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