- An adventure before the cup
- A priceless resource: the Black Gold
- A world-wide crisis
- A mutation of demand
- From the old coffee...
- ... to the new flavors
- Who is Starbucks Corporation ?
- What are Starbucks' assets and risks ?
- Some very interesting assets to keep on the expansion process
- Some clouds in Starbucks' sky
Microsoft, Google, Dell etc everybody knows these famous firms which have conquered the world. What is common among these companies? They all are American and started with the initiative of passionate academics. Over the last few years, a new company has been growing in the world landscape i.e. the Starbucks Corporation. Starbucks' story started in 1971 in Seattle (United-States) with the opening of a small coffee-roasting factory. Over the years, and thanks to the genius of Howard Schultz, an American businessman who joined the company in 1985, the small business venture started by three academics grew to become an international corporation specialized in the coffee market. Starbucks' history is intimately linked to the world development of the coffee market.
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