Read The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary by Joseph A. Michelli Free Online
Book Title: The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary|
Format files: PDF
The size of the: 626 KB
City - Country: No data
The author of the book: Joseph A. Michelli
Date of issue: July 27th 2007
ISBN 13: 9781933309644
Loaded: 1514 times
Reader ratings: 5.2
Read full description of the books:
I have been a big fans of starbucks green tea latte since 7 years ago and was amaze how fast their company is growing. So when I heard about this book I wanted to know everything about the company. Their management and marketing strategy, their choice of cafe design, and even why they chose Medusa as their logo (is it Medusa? I heard it is because Starbucks are devil worshiper. lol).
However, I was utterly disapointed after reading this book. It just went on and on and on.... about how great their service is. To me it was a bit of "kiss ass" book dedicated for starbucks. No added value for me as a reader.
The examples mentioned in this book are mostly based on Western culture (American), asia was represented only by Bangkok, Malaysia, and Singapore which was mentioned briefly in the book. Indonesia was no where in sight. I can understand that not every country can be included in the book however the social and cultural aspect in this part of the world should be a much more interesting reading rather than some bullshit story about how their Barista offer extra service to customers.
I don't think this is why Starbucks became popular in Indonesia. I have experience first hand on their service every weekend. Nothing special. I think their popularity is only due to their international brand names and their location. Indonesia love to show off, being spotted in a well known brand name like Starbucks is generally implied how sophisticated they are. Higher class than the common people.
So what is interesting, now that there is a growing competition from other well known coffee shop such as coffee bean & tea leaf, I wanted to know how can they differentiate themselves with this growing competitiveness. So far, I can't find any explanation in this book. This book is totally useless. Too much words with no content.
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