starbucks corporate entrepreneurship
Evaluation of Entrepreneurial Practices and Performance
1 Company Background
The company was founded in 1971, opening its first store in Seattle’s Pike Place Market. The name was inspired by Moby Dick because of the romantic portrayal coffee traders faring the treacherous seas to bring the delicious drink to coffee lovers. Even the logo, which is a twin-tail siren from Greek Mythology, evokes thoughts of the sea.
Howard Schultz joined the company in 1982 after visiting Starbucks for the first time in 1981. Soon after, he visited Italy where he became intimately familiar with the inspiration and atmosphere of Italian coffee houses. He brought back the idea of implementing the same style in the US and Starbucks began to transform into the coffee house we know today.
Schultz ultimately purchased the company in 1987 with other local investors, and immediately began to expand the products, services and number of stores. Today there are over 17,000 Starbuck’s coffee houses in over 55 countries. A complete timeline can be found in Appendix A.
Initially only serving high quality coffee, Starbucks now offers the following product either in their own stores or through other retailers.
• Coffee: More than 30 blends and single‐origin premium Arabica coffees.
• Handcrafted Beverages: Fresh‐brewed coffee, hot and iced espresso beverages, Frappuccino® coffee and non-coffee blended beverages, smoothies and Tazo® teas.
• Merchandise: Coffee‐ and tea‐brewing equipment, mugs and accessories, packaged goods, music, books and gift items.
• Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.
• Consumer Products: Offered in Canada, China, Denmark, Finland, Germany, Ireland,...