Nestlé and Starbucks Licensing Deal - A New Brew in the Global Coffee Market
Case Code: BSTR570
Case Length: 12 Pages
Pub Date: 2019
Teaching Note: Available
Organization: Nestlé S.A.
Countries: United States
Themes: Strategic Alliances, Business Level Strategy
Abstract Case Intro 1 Case Intro 2 Excerpts
Starbucks, an American food and beverage company, was founded in 1971 by three partners, Gordon Bowker, Jerry Baldwin, and Zev Siegl, to sell premium coffee beans and specialty coffee equipment. Howard Schultz (Schultz), who was later to become CEO of Starbucks, first visited a Starbucks store in 1981 and became intrigued with the Starbucks operation. A year later, he joined the company as manager of retail sales and marketing...
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