Is Howard Schultz winning or spinning?

03/27/2012 | Atlantic online, The

Much like Steve Jobs, Starbucks CEO Howard Schultz is a masterful manipulator of the media, carefully polishing his public image and seeking to put a positive spin on his company's actions. That's fine as long as Starbucks keeps growing, writes Paul Pendergrass, but if the coffee giant stumbles, then Schultz's patter might come in for closer scrutiny. "Schultz is a true business visionary. ... It would be a shame if he ends up being remembered more for empty words than his real and substantial accomplishments," Pendergrass writes.

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Atlantic online, The

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