Caso iese

4825 palabras 20 páginas
The H BR I nterview

108

Harvard Business Revlew

July-August

2010

HBR,ORG

?'
Howard Schultz is the former chairman and two-

time CEO of Starbucks.

Starbucks CEO Howard Schultz

on

the

challenges

of a OF.

turnaround at the company he made household name. Interviewed by Adi Ignatius

leading

a

,

l

?

&,
J
'

...

"We Had to Own the istakes"
¡,
.r

J

,?",.'
.;

BY THE TIME

Howard Schultz

stepped

down

as

chief executive of

Starbucks, in l' 2000, the coffee chain was one ofthe world's most

steady trajectory of growth. Eight years later Starbucks was suffering from a rough economy and its own strategic missteps, and Schultz felt compelled to return
…ver más…
We had a real problern. The lesson was that the world had changed. Something that had happened in London had created a they

wanted to know

from

me

than

worldwide story that and

positioned

I could

get from them, because
No
one

they

were

in the same

Starbucks with know how to

venom

disrespect. And we didn't

position.
Also, you
We had we had any

answers.

were

never more

did

suddenly facing serious competition. competition. Everything or less worked. And that produced a had much us respondo The issues of social media, digital media, and getting smart about the rules of engagement emerged as a tremendous weakness for the company. Ultimately our reputation didn't suffer, but we spent countless hours defending ourselves when in fact we level ofhubris that caused

to overlook what

was

have

a

very strong track record in

coming. Big-time people began to notice that this coffee business is a good business and highly profitable. McDonald's and Dunkin' Donuts very low end. Let's characterize them were on

environmentalstewardship. was the low point after your return? challenge was how to preserve and enhance the integrity of the only assets we have as a company: our values, our culture and guiding

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