Starbucks' Australian Experience |
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"We have had to make a series of decisions that, in retrospect, have led to the watering down of the Starbucks experience and what some might call the commoditization of our brand."1 - Howard Schultz, Chairman, President, and CEO, Starbucks Coffee Company, in a company memo to top execs on February 14, 2007. "Part of the problem is that Starbucks' original business model just doesn't translate across markets. Starbucks original success had a lot to do with the fact that it introduced European coffee culture to a market that didn't have this tradition. Australia has a fantastic and rich coffee culture and companies like Starbucks really struggle to compete with that."2 Nick Wailes, Associate Professor, expert in strategic management in the Faculty of Economics and Business at the University of Sydney, in 2008.
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1] "Executive Leaves at Starbucks,"www.vmsd.com, August 1, 2008.
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