According to chairman of the board, Howard Schultz, "You get more than the finest coffee when you visit a Starbucks-you get great people, first-rate music and a comfortable, upbeat meeting place." This is what the company calls "the Starbucks experience."
The impacts of globalisation, the influx of Internet commerce and intense competition in the market have dramatically influenced management in order to sustain the organisation's existence. The primary business objective of a firm has evolved into creating strategic and competitive advantage. Starbucks reinvented the traditional coffee shops and created a global brand because of its corporate strategies and competitive edge.
Strategic advantage is the product of synthesizing different learning of managers from sources such as personal insights, people's experiences and market research. Strategy is the plan that the organisation shall pursue in order to achieve the organisation's purpose. Developing a competitive strategy is developing a broad formula for how business operates and how it is going to compete. (Porter, 1980, p. xxvi) It includes the goals the organisation desired and policies needed to carry out those goals. However, the most successful strategies lie in the leader's vision (Mintzberg, 1994, p. 107).
It is the role of leadership to give purpose and meaningful direction t ...