finally critical analysis of the company case. Company Background Starbucks started in 1971 as a coffee roaster and coffee retail company in Seattle, Washington. It was founded by three partners – Jerry Baldwin, Zev Siegl, and Gordon Bowker, and named after the chief mate on the Pequod, a whaling boat in Moby-Dick story. Back then the company sold only roasted coffee and did not brew drinks for sale. Howard Schultz, Starbucks present CEO, joined the company as a marketing director in 1982 and…
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