Take a look at this article on Starbucks. Several components worth noting. First, the author discusses the relationship between the expansion strategy and the adaptations Starbucks would have to have made in order to adapt appropriately. Secondly, there is a subcurrent as to the difference between a private company and a public company when we are dealing with premium brands. The nature of the beast in a public company is the incessant drive to expand profits in the short term, which is not always an appropriate long-term strategy for premium brands where less is often more. This is penned by Senior Associate Dean and Harvard Business School Professor John Quelch. Enjoy the read.
Original writing date: September 9, 2008
Article writing date: July 9, 2008