The
case chronicles the blizzard of decisions and initiatives that follow what
could have been the company's death knell as the financial crisis hit home and
consumers cinched their belts.
"Schultz
understood that you can't lift your foot off the gas pedal when you're
attempting to transform a company," Koehn says. "Severe as its
financial needs may be, you also have to figure out what you will INVESTin.
Schultz knew that if he waited until the company was out of the woods to invest
in new products, communication channels, and ways of doing business it would be
too late—Starbucks would no longer be relevant."
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