Question: How did Starbucks create its uniqueness in the first place? Why was this uniqueness so successful? To be a source of competitive advantage over time,

  1. How did Starbucks create its uniqueness in the first place? Why was this uniqueness so successful? To be a source of competitive advantage over time, core competencies need to be continuously honed and upgraded. Why and how did Starbucks lose its uniqueness and struggle in the mid-2000s? 2. What strategic initiatives did Howard Schultz, following his return as CEO in 2008, put in place to re-create Starbucks uniqueness? 3. What is your assessment of Howard Schultz as a strategic leader? Where on the Level-S pyramid of strategic leadership (see Exhibit 2.2) would you place Schultz? Why? Explain
  2. 4. Howard Schultz, as the creator of the Starbucks brand that we know today, is a larger than life figure in the company and business community. Do you think it is difficult to follow such an iconic leader? Why, or why not?
  3. 5. How is Kevin Johnson as CEO different from Howard Schultz? What leadership style is Johnson pur-suing? Do you think he will be successful? Why, or why not?

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