Book review: Onwards
Title: Onwards – How Starbucks fought for its life without losing its soulAuthor: Howard SchultzDate: April 2011Price: £14.99ISBN: 9780470977644Starbucks has been through the wars, so here is its chief warrior’s account of the brand. Businesses get big by giving their demographic what they want, and this book – assuming it’s aimed at investors or would-be billionaires rather than baristas or coffee-drinkers – follows suit.
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