by Howard Schultz, Joanne Gordon · AGUILAR · tapa blanda · ISBN 9788403102071
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«El desafío Starbucks» is the business essay by Howard Schultz with Joanne Gordon, published by Aguilar in paperback (376 pages, in Spanish).
It tells how Starbucks became vulnerable in 2007: rapid expansion had distanced it from its values. Howard Schultz, then chairman, returned as CEO in 2008 to steer it back on course during the global recession. The book presents that crisis as a lesson in leadership, integrity, and bold decision-making.
First edition published on 5 August 2011 in the Punto de mira collection.
For readers interested in business leadership, crisis management, and the evolution of the Starbucks brand.
Howard D. Schultz is an American businessman and author who was the chairman and chief executive officer of Starbucks from 1986 to 2000, from 2008 to 2017, and interim CEO from 2022 to 2023. Schultz owned the Seattle SuperSonics basketball team from 2001 to 2006.
