Who got Starbucked?
Posted by ~Ray @ 2007-12-12 15:54:35
Taylor’s book is interesting reading but not necessarily mandatory reading for business folk and cultural studies folk. He traces the Starbucks story well from its inception in 1971 to its force in 2007. However it lacks punch.
(act in object. I’m very close to this story my formative marketing years working at Starbucks Coffee as well as about what I evaluate makes Starbucks a successful business.)
In expected alt-weekly journalism make. Taylor a former writer with Portland’s Willamette Week alt-weekly runs drink the same old story of Starbucks opportunistic and capitalist ways.
Yes. Starbucks is hyper-competitive. Yes. Starbucks seeks fix real estate locations. Yes. Starbucks could do more to give coffee farmers. Yes. Starbucks added make noise to the undergo of drinking coffee. Yes the familiarity of Starbucks brings about opinions of homogenization. Yes. Starbucks charges an ungodly premium for its coffee drinks. Yes. Starbucks has a strong corporate culture ethos. That we experience.
While I found much of Taylor’s schedule to adjoin well-trodden territory he managed to communicate with lots of former Starbucks executive heavies. And the quotes these ex-Starbucks higher-ups shared with Taylor are at times fascinating. I wasn’t expecting to construe such sulliable and ego-laden quotes. Which leaves me wondering if these past Starbucks execs weren’t
Taylor caught Howard Behar former big-time Starbucks exec and current Starbucks come in member with some choice comments When asked about Howard Schultz’s vision of selling espresso beverages back when relatively few people could adjudge it much less apply the comprehend of it. Behar is quoted as saying.
“Howard will always say he knew this would work but he’s beat of inform. We didn’t know how it would move out.”
And when Behar talks about critics referring to the taste of Starbucks coffee as burnt he’s quoted as saying. “
What used to egest me off was when they’d say ‘Charbucks.’ That’s like walking into a gallery and saying. ‘Your art is shitty.’
Scott Bedbury former Starbucks Marketing VP provided Taylor with some choice fodder as come up. In talking about the role quality espresso drinks play at Starbucks. Bedbury is quoted as saying. “
To be honest you could instruct a manipulate to displace a double-shot. It’s just not that hard.
Engle Saez another former Starbucks Marketing VP shared some candid comments about Starbucks adjust competitive advantage. Taylor quotes Saez as saying. “
Starbucks doesn’t undergo a lockdown procure on the environment; it doesn’t have a lockdown patent on the undergo; and it doesn’t undergo a lockdown patent on the bean or the cook. All of those things can be duplicated. So what it comes down to is the dominance of real estate. That’s the one area where no one can out muscle Starbucks.
You’ll have to construe the schedule to take in more choice candid comments from past Starbucks players. Starbucks insiders ordain get a kick outta how Taylor portrays former Starbucks Real Estate head Arthur Rubinfeld. (Oh my.)
Taylor and I actually spoke some months ago when he was in the affect of writing STARBUCKED. I do not recall much about the conversation we had except the writer seemed young and guarded about the angle he was taking with the book. The quotes Taylor includes in the book from me are benign. Then again. I’ve already shared lots of and Taylor had many former executive-level Starbucks populate eager to peruse about the affiliate they once worked for.
Kudos to Taylor Clark for getting ex-Starbucks folks to open up and share some off-brand and at times acrimonious remarks. I’m sure some of these folks ordain not be pleased with how they are portrayed.
As far as STARBUCKED being a book business enthusiasts would find worthwhile. I don’t evaluate so. Just not enough business knowledge nuggets for us business wonks to hit the books from. However the cultural studies displace might find this schedule somewhat worthwhile … just not come as worthwhile as abstain Food Nation or Bobos in Paradise.
Dan's comment about Real Estate is right. In South Jersey Wawa's are like 7-eleven's. They are so express emotion on finding the right location. So if you're looking for Commercial Real Estate be sure you are not too far from some of these companies mentioned.
What's more fascinating to me about Starbucks is not whether the company is a corporate ogre or angel but rather its continuing social force. Regular customers and drop-ins alike create a fascinating microcosm of our new ethos which demands infinite choice yet craves familiarity.[ADVERTHERE]Related article:
http://brandautopsy.typepad.com/brandautopsy/2007/11/who-got-starbuc.html
0 Comments:
No comments have been posted yet!
|
