Research Paper on:
Howard Schultz and Starbucks Leadership Strategy

Unformatted Sample Text from the Research Paper:
attempt to become a leader following a leadership strategy. Often this strategy will incorporate seeking to establish a first mover advantage when it comes to the geographical locations of the  stores as well as the development of the products. If we consider the strategic development of the stores we can see the establishment of the strategy. The first coffee  shop was opened in Pike Place Market in Seattle, however, as with many business the growth was not immediately great, it was modest (Starbucks, 2001). The key change can  be seen when Howard Schultz joins the company in 1982 as director of retail operations and marketing. Schultz can be seen as the driving force behind the company as  well as the strategic thinker. It was after this that the company started to provide coffee to restaurants as well as expresso bars (Starbucks, 2002). Then Schultz takes  a trip to Italy in 1983, where he sees many more and new style expresso bars in the cosmopolitan capital of Milan, and makes the link between the potential he  sees in this market and the gap in the market back at home (Starbucks, 2001). By 1985 he has managed to convince  the founders of the coffee company that it is worth trying out the new format of a coffee bar. He gains a site in the down town area and the  first modern format Starbucks opens. The experiment as a complete success and the companys current history begins with Schultz founding the new company in 1985 (Starbucks, 2001). This was not  a new idea, as we see it adopted and adapted form ideas he saw in Italy, but it is the first of the type to be seen in the US