Starbucks

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Title: Starbucks

Essay Details:

Subject: Business

Author: Shawn W

Date: February 15, 2016

Level: University

Grade: B

Length: 5 / 1244

Essay text:

When Schultz first joined Starbucks in the early 1980s as director of retail operations, Starbucks was a local, highly respected roaster and retailer of whole bean and ground coffees. A business trip to Milan’s famous coffee shops in 1983 opened Schultz’s eyes to the rich tradition of the espresso beverage. Schultz recalls, “What I saw was the unique relationship that the Italian people had with the ubiquitous coffee bars around Italy. People used the local coffee bar as the third place from home and work. What I wanted to try and do was re-create that in North America.”1 Inspired by the Italian espresso bars, Schultz convinced executives to have Starbucks’ stores serve coffee by the cup...

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