Starbucks’ Journey In 1971, Professors Jerry Baldwin, Zev Siegl and Gordon Bowker of University of San Francisco, opened the first coffee shop ‘Starbucks’ in Seattle, USA. The coffee shop offered a speciality of whole-bean coffee, tea and spices to the connoisseurs. Howard Schultz was working for a Swedish drip coffee maker manufacturer-Hammer Plast. He was heading a team of twenty looking after the sales responsibility. Once he was startled to notice that a small shop called Starbucks had ordered
business worth? Is it the price or the quality of your products? Entrepreneurs ought to ask themselves what makes their products and services worth and what they are asking their customers to pay. As a case study, let's consider the CEO and Chairman of Starbucks Mr. Howard Schultz who stepped down from his role in order to develop “the $12 cup of coffee,” as he calls it. We may ask, what makes