Howard Schultz: "The equity of the brand is defined by the experience."
Interview With Howard Schultz, Starbucks
Villanueva Galobart, Julián
Date: First Quarter 2012
Tags: coffee, brand, premium, consumer experience, growth
When Howard Schultz resumed his role as CEO of Starbucks in 2008, he had his work cut out for him. Yet, by 2010, profits were up again. How did Starbucks achieve such a turnaround? Schultz sat down with IESE Prof. Julián Villanueva at a Continuous Education session on IESE’s Madrid campus to discuss how to perk up a brand.