Onward: How Starbucks Fought for Its Life without Losing Its Soul. Howard Schultz with Joanne Gordon. New York: Rodale, Inc., 2011. 331 pages. Reviewed by _______________ Onward is a book written by Starbucks ceo Howard Schultz (the union uses get case for all job titles) about how the alliance recalibrated itself subsequently getting too big, too fast. The reason I chose to show and review this book is because I am a coffee berry addict. Ironically, I am not a fan of Starbucks. Ive always felt that their coffee is a bit overprice and just very dramatic for my liking. However, Ive always been intrigued by the stores ambiance. I admit that Ive visited a number of stores with friends to play catch up over a cup of coffee and I did feel warm, cozy, and welcomed. I wondered to myself, how does this company do it? How do they provide their customers with this third place sprightliness? As Schultz mentions early in the book, if home is a souls first place to connect with others, and work is a persons second place to connect with others, then(prenominal) a public place such as a coffeehouse- such as Starbucks- is what he refers to be a persons third place.
Onward is the chronicle of a ceos mission to revive, reinvigorate, and reinvent a company without losing the essence of what the company was originally built on. Schultz was born and increase in the poor projects of Brooklyn, New York. Upon finishing College, he recognised a job offer in Seattle as intellect of marketing for a small coffee company called Starbucks. At the time, the company only sold coffee beans, no beverages. It wasnt until a business trip to Italy that Howard discovered his true heating plant for coffee. At a small coffee shop in Milan, he was inspired watching a barista work his magic- displace shots of espresso into small porcelain cups, creating these warm relationships with his customers. He described it as force field and said: The blend of craftsmanship and human connection, combined with the warm... If you expect to get a full essay, order it on our website: Orderessay
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