Advertising Age Article Abstract
Starbucks Plots New Course, Charges Full-Steam Ahead
Under Pressure, Chain Aims to Improve Lattes, Reward Customers, Fight Global Warming and Much More
CHICAGO (AdAge.com) –- "We are going to fight to the death not to allow any company to take the position away from us," recently reinstated CO Howard Schultz assured investors at Starbucks' annual meeting, where he was received as a rock star. His battle plan: new coffee-making equipment, improved blends, a loyalty program, a social-networking website and an environmental partnership designed to transform the brand experience. ...