1. What resources and capabilities formed the basis of the uniqueness of Starbucks in the first place? Why was it so successful?
2. To be a source of competitive advantage over time, core competencies need to be honed and upgraded continuously (see Exhibit 4.4 in Chapter 4).
a. Why and how did Starbucks lose its uniqueness?
b. How is Starbucks re-creating its uniqueness? Do you think it will be successful over time? Why or why not?
3. What recommendations would you give Howard Schultz to sustain a competitive advantage over time? Support your arguments.

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