Starbucks Shifts Gears

Starbucks recently had to face the prospect of declining earnings.  The bad news got worse in December 2008, when the share price was lower than $10 from a previous high around $38. 

Rather than pursue typical remedies to declining revenue, Starbucks undertook “The Transformation Agenda” (  This was essentially rebranding the company, where they focused on what they could do to differentiate themselves from their competitors.  Their primary focus was on having better employees, being a better corporate citizen, and providing the best possible customer experience. 

It worked for Starbucks, whose share is currently trading over $80.

Taken From Rita Dynan’s (@RitaDynan) Twitter Feed:


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