How Starbucks Fought for Its Life Without Losing Its Soul
Publication Date: April 2011
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A compelling, candid narrative documenting the maturing of a brand as well as a businessman, Onward represents Schultz s central leadership philosophy: It s not just about winning, but the right way to win.
In 2008, the faltering economy sent Starbucks a wake up call. Former CEO Howard Schultz returned to the company's helm, and led the coffee giant in some corporate soul searching. He describes the process in his new book, Onward: How Starbucks Fought For Its Life Without Losing Its Soul. More at NPR.org
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