Starbucks has been a darling of management schools and business magazines for creating best practices in experiential branding, social responsibility etc. So what went wrong, that its CEO has to complain that the brand is turning into commodity?
Follow this post for a good lowdown on Starbucks
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Fortune says this about Starbucks:
For years now Starbucks has paid fair-market prices to Third World coffee farmers and helped develop ecologically sound growing practices. Starbucks is also a regular on FORTUNE’s annual list of the 100 Best Companies to Work For. It’s green, it’s humane, it’s politically correct, it sells a popular product and provides a comfy place to hang out and consume same — what’s not to like?
That was all just worth noting.