CEO Howard Schultz
Starbucks Corp announced in January 2008 that founder Howard Schultz will return as the chief executive of Starbucks.
Starbucks CEO seeks to dispel excess myth
Howard Schultz, Starbucks CEO, seeks to dispel excess myth in a rectent MarketWatch article. But in light of the whole AIG $1 million bonuses that were just paid out to the top executives, you may wonder if Schultz may want it both ways.
For years, Starbucks touted itself as a premium cup of coffee and was unabashed in the fact that it was more expensive then other coffees, but it was worth the extra money. The image of the white coffee cup with the green logo symbolized a higher end, premium product. It was much like the Tiffany’s of coffee. But a product that came at a price.
There will always be cynics to products that strive to be the best if its class.
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