Onward: how Starbucks fought for its life without losing its soul

By:

Schultz, Howard

Material type: Text

TextPublication details: Rodale Books New York 2011Description: xv, 350 pISBN:

9781609613822

Subject(s):

DDC classification:

647.9573 SCH

Summary: In 2008, Howard Schultz decided to return as the CEO of Starbucks to help restore its financial health and bring the company back to its core values. In Onward, he shares this remarkable story, revealing how, during one of the most tumultuous economic periods in American history, Starbucks again achieved profitability and sustainability without sacrificing humanity. Offering you a snapshot of the recession that left no company unscathed, the book shows in riveting detail how one company struggled and recreated itself in the midst of it all. In addition, you’ll get an inside look into Schultz’s central leadership philosophy: It’s not about winning, it’s about the right way to win. Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman. Ultimately, Schultz gives you a sense of hope that, no matter how tough times get, the future can be more successful than the past.

List(s) this item appears in: Marketing | Public Policy & General Management

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	647.9573 SCH (Browse shelf(Opens below))	1	Available		004296

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Previous	620.0068 MOH Marketing of high-technology products and innovations	641.252 DEL Great Brand Stories: Scotch Whisky - the story of Scotland's greatest export	647.940688 KOT Marketing for hospitality and tourism	647.9573 SCH Onward:	650 BRY Consumer ethnocentrism, country of origin and marketing:	650 KAU The personal MBA: a world-class business education in a single volume	650.09 BHA Tata stories: 40 timeless tales to inspire you	Next

In 2008, Howard Schultz decided to return as the CEO of Starbucks to help restore its financial health and bring the company back to its core values. In Onward, he shares this remarkable story, revealing how, during one of the most tumultuous economic periods in American history, Starbucks again achieved profitability and sustainability without sacrificing humanity.

Offering you a snapshot of the recession that left no company unscathed, the book shows in riveting detail how one company struggled and recreated itself in the midst of it all. In addition, you’ll get an inside look into Schultz’s central leadership philosophy: It’s not about winning, it’s about the right way to win.

Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman. Ultimately, Schultz gives you a sense of hope that, no matter how tough times get, the future can be more successful than the past.

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