ENTREPRENEURIAL MANAGEMENT:

SUCCESSFUL MANAGEMENT

Submitted by:

Baltazar, Joedy Ley I.

Submitted to:
Melinda M. Aerin, MACE
 Starbucks - Howard Schultz

Early Inspiration and Joining Starbucks (1980s):

The first Starbucks founder, Howard Schultz, was not. He first encountered
the Seattle-based coffee roaster in 1981 and was impressed by their focus on high-
quality coffee and customer experience.

Schultz became a director of retail operations and marketing at Starbucks

in 1982. Schultz's idea of transforming Starbucks from a local bean seller to the
nation's coffeehouse chain was based on his 1983 visit to Italy, which had seen an
evolution in its coffee culture.

Leaving and Returning with a Vision (1980s-2000s):

Schultz left Starbucks in 1986 after he and the founders disagreed about the
expansion plans. He'd then founded Il Giornale, a coffee shop chain based on the
Italian cafes he had been admiring.

The success of Il Giornale convinced Schultz's Starbucks vision was worth

it. He bought Starbucks in 1987 and merged it with Il Giornale, thanks to the
support of investors.

The Schultz Era of Growth and Redefining Coffee Culture (1980s-2018):

Starbucks has embarked on a period of accelerated growth since Schultz's

leadership. In particular, he wanted to create a welcome "third place" atmosphere
that would be distinct from home and the workplace so that customers could
easily interact and hang out with one another over coffee.

Starbucks introduced innovative beverage options like Frappuccinos and

seasonal drinks, becoming a destination beyond just brewed coffee.

Schultz also promoted employee benefits and training, supporting a

company culture that contributed to Starbucks's positive brand image.

Schultz's Legacy and Beyond (2000s-Present):

Howard Schultz served as CEO of Starbucks in three stints: 1987-2000, 2008-

2017, and most recently, an interim CEO role from 2022 to 2023.

He's retired in 2023, but his influence on Starbucks' growth and brand
identity has not diminished. The vision and leadership of Schultz are
demonstrated by Starbucks' global presence as well as its role in shaping modern
coffee culture.

Sources:

Schultz Family Foundation. (n.d.). Howard Schultz.

https://www.schultzfamilyfoundation.org/

Starbucks Stories. (n.d.). Howard Schultz.

https://stories.starbucks.com/leadership/howard-schultz/