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Even now, the company has evolved to be a household name and transformed the commodity of coffee from a luxury into an upscale culture phenomenon.
The very name Starbucks is practically synonymous with coffee. As opening the first location in 1971 in Seattle’s Pike Place, nowadays, Starbucks has become the largest specialty coffee store, with nearly 16,000 stores and more than 170,000 partners (employees) in 44 countries (Starbucks, 2007), and has already gone public in American and Japan market. Since 1992, its stock has risen a staggering 5,000 percent. The success of Starbucks lies in its ability to create personalized customer experiences, stimulate business growth, generate profits, energize employees, and secure customer loyalty-all at the same time (Machelli, 2006)...
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