Wieso Starbucks schwächelt

What went wrong at Starbucks? To invoke the venerable business cliche, they didn’t stick to their knitting. Their core business was overcharging consumers for coffee, and a very lucrative business it was. Then they started selling dreamy CDs, and the company even helped produce a movie, „Akilah and the Bee,“ that bombed at the box office. Schultz bought a basketball team and started hanging out with Mick Jagger and Paul McCartney, the usual recipe for business disaster.

Quelle: A bitter-tasting jolt for Starbucks – The Boston Globe