Nestlé and Starbucks Licensing Deal - A New Brew in the Global Coffee Market

Case Code: BSTR570
Case Length: 12 Pages
Period: 2018
Pub Date: 2019
Teaching Note: Available

Price: Rs.300
Organization: Nestlé S.A.
Industry: Beverages
Countries: United States
Themes: Strategic Alliances, Business Level Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

Background

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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