Is Starbucks Mission (vision, goals, and objectives) aligned with its strategies? In other words, can Starbucks continue its growth as a multi-billion dollar company, and yet maintain its entrepreneurial character?
It cannot be denied that the story of Starbucks is the story of Howard Schulz. Shultz never purported himself to be the original owner of the Starbucks franchise. Neither was he the originator of the coffee making business. But he is responsible for the love affair that has existed between Americans and coffee for the last 24 years. The story of its beginning is infamous and integral to the marketed Starbucks experience.
“The one common thread to the success of these stories and the company itself,” says Schultz, “is that they have to be true—and they have to be authentic (Business Week, 2007).”
Today Starbucks owns 11,000 stores in the United States and is established in 43 countries around the world as the number one provider and seller of gourmet coffee.
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