Brand management

How Starbucks’ Growth Destroyed Brand Value

Starbucks announcement that it will close 600 stores in the US is a long-overdue admission that there are limits to growth. In February 2007, a leaked internal memo written by founder Howard Schultz showed that he recognized the problem that his own growth strategy had created: “Stores no longer have the soul of the past […]

by

John Quelch

by

John Quelch

July 02, 2008

Starbucks announcement that it will close 600 stores in the US is a long-overdue admission that there are limits to growth.

John Quelch is the Charles Edward Wilson Professor of Business Administration at Harvard Business School and holds a joint appointment at Harvard School of Public Health as a professor in health policy and management.

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