Create a case analysis on a MiniCase – Starbucks
CEO Kevin Johnson: ‘I’m not Howard Schultz. Review the Case Analysis project rubric for objectives and
develop your case study using the following questions as an outline:
How did Starbucks create its uniqueness in the first place?
Why was this uniqueness so successful?
To be a source of competitive advantage over time, core
competencies need to be continuously honed and upgraded. Why and how did
Starbucks lose its uniqueness and struggle in the mid-2000s? What strategic
initiatives did Howard Schultz, following his return as CEO in 2008, put in
place to re-create Starbucks’ uniqueness?
What is your assessment of Howard Schultz as a strategic
leader? Where on the Level-5 pyramid of strategic leadership (see Exhibit 2.2)
would you place Schultz? Why? Explain.
Howard Schultz, as the creator of the Starbucks brand that
we know today, is a larger than life figure in the company and business
community. Do you think it is difficult to follow such an iconic leader? Why,
or why not?
How is Kevin Johnson as CEO different from Howard Schultz?
What leadership style is Johnson pursuing? Do you think he will be successful?
Why, or why not?
Reference
Rothaermel, F. T. (2021). Strategic management (5th ed.).
McGraw Hill.