TY  - BOOK
AU  - Schultz, Howard 
TI  - Onward: : how Starbucks fought for its life without losing its soul
SN  - 9781609613822
U1  - 647.9573 
PY  - 2011///
CY  - New York
PB  - Rodale Books
KW  - Starbucks Coffee Company
KW  - Organizational change
KW  - Coffee--Marketing
N2  - 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.


ER  -