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Howard Schultz on Strategy
The Commoditization of the Starbucks Experience
Howard Schultz's memo discusses the dilution of the Starbucks experience and the need to refocus on the core values and differentiation from competitors.
global.oup.com
Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.
Howard Schultz • Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time
The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus on 12 Key Strategies
amazon.com