Starbucks: Addressing the Dangers of Success

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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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Tags: Business Models, Diversificación, Diversification, Estrategia comercial, Estrategia de crecimiento, Estrategia de marketing, Growth Strategy, Marketing Strategy, Modelos de negocio, Reestructuración, Restructuring, Sales Strategy

This entry was posted on 26/03/2009 at 01:02 PM and is filed under Academic Archive, IESE Cases. You can follow any responses to this entry through the RSS 2.0 feed.