Starbucks: Addressing the Dangers of Success

Comín, Marta; Nueno Iniesta, José Luis

IESE (España)

In 2008 the Starbucks chain of cafés was having to face an unprecedented crisis. Its accelerated growth was beginning to threaten the company’s sophisticated image. Should they try and check this growth, or on the contrary, should they consider breaking into new sectors of the market?


Comín, Marta; Nueno Iniesta, José Luis wrote this case, published in IESE Publishing, March 26th, 2009

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