Howard Schultz (A, B)  - CLEO Skip to main content


In the late 1980s Howard Schultz led the Starbucks Coffee Co. to explosive growth, transforming a small whole-bean coffee company into a national retail power. Starbucks success hinged on its reputation for quality and personal service. Schultz feared that the company’s rapid expansion, plus the retail industry’s high turnover and reliance on part-time workers, were threats to Starbucks competitive edge. How could Schultz reduce turnover and encourage loyalty and enthusiasm among his employees?