Starbucks Coffee Company in the 21st Century

Case Solution

Nancy F. Koehn, Marya Besharov, Katherine Miller
Harvard Business School ()

The case examines the opportunities and challenges facing Starbucks in the early 21st century. For more than 15 years, Starbucks has grown rapidly and successfully, helping to create a large and dynamic market for specialty coffees, building one of the strongest brands in the world, and developing a new business model based on the decline of the industry and the responsible global citizenship. . In 2008, Starbucks leadership faced a number of issues both inside and outside the company related to this success. In this case, these issues are examined in the context of a changing economy, increasing competition, evolving consumer priorities, and the organization’s position on the larger global stage.

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