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Onward: How Starbucks Fought for Its Life without Losing Its Soul
From Publishers Weekly?
Starred Review. In 2000, Starbuck's founder and CEO Schultz (Pour Your Heart into It) stepped down from daily oversight of the company and assumed the role of chairman. Eight years later, in the midst of the recession and a period of decline unprecedented in the company's recent history, Schultz-feeling that the soul of his brand was at risk-returned to the CEO post. In this personal, suspenseful, and surprisingly open account, Schultz traces his own journey to help Starbucks reclaim its original customer-centric values and mission while aggressively innovating and embracing the changing landscape of technology. From the famous leaked memo that exposed his criticisms of Starbucks to new product strategies and rollouts, Schultz bares all about the painful yet often exhilarating steps he had to take to turn the company around. Peppered with stories from his childhood in tough Canarsie, N.Y., neighborhoods, his sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and his voice is winning and authentic. This is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer. (Mar.)?
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From?Booklist?
Schultz is the founder and CEO of Starbucks, a company that began as a small Seattle distributor of coffee beans and ground coffee that he transformed into what it is today, inspired by the espresso shops he visited in Italy. Schultz described the founding of Starbucks in his first book, Pour Your Heart into It (1997). Written with Joanne Gordon, a former Forbes writer and contributing editor, this account is a spotlight on the period of 2007�08, when the company lost some of its vision due to overexpansion and the pressure to maintain unabated growth. Seeing that Starbucks was becoming a victim of its own success, Schultz returned to the CEO position after eight years away from overseeing daily operations of the company. He details the struggle to maintain the identity of Starbucks while attempting to branch out into areas such as music sales and hot food, facing competition and the oversaturation that caused the company the painful closing of about 600 stores in 2008. This is one of those turnaround stories that illustrates that a company can overcome its growth pains by returning to its core principles. --David Siegfried
Review?
In 2000, Starbuck's founder and CEO Schultz (Pour Your Heart into It) stepped down from daily oversight of the company and assumed the role of chairman. Eight years later, in the midst of the recession and a period of decline unprecedented in the company's recent history, Schultz--feeling that the soul of his brand was at risk--returned to the CEO post. In this personal, suspenseful, and surprisingly open account, Schultz traces his own journey to help Starbucks reclaim its original customer-centric values and mission while aggressively innovating and embracing the changing landscape of technology. From the famous leaked memo that exposed his criticisms of Starbucks to new product strategies and rollouts, Schultz bares all about the painful yet often exhilarating steps he had to take to turn the company around. Peppered with stories from his childhood in tough Canarsie, N.Y., neighborhoods, his sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and his voice is winning and authentic. This is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer.?--Publisher's Weekly, Starred Review
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"Howard Schultz's refreshingly candid, compelling narrative demonstrates what it takes to lead in these extraordinary times.?Onward?is a rare first-hand account at how one of the world's most iconic brands overcame the challenges that confront us all."? --Indra Nooyi, Chairman and CEO of PepsiCo
?Through the lens of his personal leadership journey, with all of its dizzying ups and agonizing downs,? Howard Schultz has written, with aching honesty and passion, the single most important book on leadership and change for our time and for every generation of leaders. This book is not just required reading, it's mandatory.?? --Warren Bennis, Distinguished Professor of Business, University of Southern California and author ofStill Surprised: A Memoir of a Life in Leadership
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ศูนย์การค้าและข้อมูลธุรกิจ (Business Center) » Cheap Books for Sale » Onward: How Starbucks Fought for Its Life without Losing Its Soul 
