Starbucks CEO gears up to defend the brand
Starbucks CEO Howard Schultz is mounting a charm offensive and touting his product's fair-trade credentials. He rues that his coffee has become the "poster child for excess" and vows a more aggressive response. "We have been relatively silent about how we've been positioned," he says. "It's not going to remain like that."
Guardian (London), The | 03/20
This story published in SmartBrief on Leadership on 03/23/2009
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