In 1982, Howard Schultz was hired as director of retail operations in Starbucks. He was impressed with the concept and feelings from Starbucks, however, he was disappointed with the leadership of the original owners, and left in 1985. He opened his own coffee chain, Il Giornale, which became very successful. 2 years later, Schultz purchased Starbucks and merged it with Il Giornale. Subsequently, he became CEO and chairman of the Starbucks. He stepped down as CEO in 2000, but returned again in 2008.
Starbucks has achieved financial
success for two reasons. First, the company excels at building relationships
with customers and other stakeholders through language and symbols. Second,
Starbucks uses language and symbols to exercise power, create a community based
on aspirations. Consumers yearn to live a Starbucks lifestyle.
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