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Автор: Bussing-Burks M.
Издательство: Greenwood
Год издания: 2009
isbn: 0313364583
Количество страниц: 154
Язык: english
Формат: PDF
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Starbucks tells the story of how a single retail outlet opened in 1971 became the world's largest chain of coffeehouses, and for that matter, one of the largest franchises of any kind, with over $10 billion in sales in 2008.
Starbucks offers readers the opportunity to get to know this extraordinary corporationÕs leaders, employees, guiding principles, corporate innovations, competitive strategies, setbacks, and future prospects. Along the way, it explores a number of fascinating issues, including the companyÕs pivotal decision to use Arabica beans instead of mass-produced coffee and its efforts to support sustainable coffee farming worldwide. The book also looks at how Starbucks is coping with the global economic downturn, detailing its recent initiatives to reduce costs, offer healthier food, and re-embrace its coffee-centered, customer-based roots. |
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