Page 201 - The Starbucks Experience

Bibliography

“People want to be part of something bigger than themselves.
They want to be part of something that touches their hearts.”
—Howard Schultz interview,
“Creating Passionate Consumers.”

Principle 2: Everything Matters

“Retail is detail”
—Phrase coined by Howard Schultz; from Chris Gorley,
Starbucks Global Brand Communications.

“The Starbucks sensation is driven not just by the quality of
its products but by the entire atmosphere surrounding the
purchase of coffee . . .”
—“Starbucks: A Visual Cup o’ Joe,” @ issue, Corporate
186 Design Foundation, vol. 1, no. 1.
“felt sense”
—Dr. Eugene Gendlin, Experiencing and the Creation of
Meaning (New York: Free Press of Glencoe, 1962).
“Starbucks management looked upon each store as a bill-
board for the company and as a contributor to building the
company’s brand and image. Each detail . . .”
—Arthur A. Thompson, Jr., and A. J. (Lonnie) Strickland,
Strategic Management Concepts and Cases, 11th ed.
(New York: McGraw-Hill, 2003).

“After more than two years of testing and developing proto-
types of this cup, the data did not clearly indicate that the
final version . . .”
—Report of the Starbucks Coffee Company/Alliance for
Environmental Innovation Joint Task Force, April 15,
2000.