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El Desafío Starbucks / Onward: How Starbucks Fought for Its Life Without Losing Its Soul

El Desafío Starbucks / Onward: How Starbucks Fought for Its Life Without Losing Its Soul

          
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About the Book

En este éxito de ventas # 1 del New York Times, el CEO de Starbucks relata la historia y las lecciones de liderazgo detrás del regreso de la compañía mundial de café y el éxito continuo.

En 2007 Starbucks por primera vez en su historia era vulnerable. En los últimos años había seguido una política empresarial focalizada en el crecimiento y había abandonado sus valores fundacionales -la conexión con los partners y con los clientes, la alta calidad de sus productos, la experiencia Starbucks en definitiva-, además se vio amenazada por una serie de transformaciones externas -hundimiento del mercado inmobiliario, desempleo, cambios en los hábitos de consumo, recesión mundial..., que unidas a la revolución digital ponían en peligro su futuro inmediato. Se hacía necesario un cambio de rumbo. Por esta razón el entonces presidente de Starbucks, Howard Schultz, reasumió en 2008 el cargo de consejero delegado. Había llegado el momento de superar el que sin duda iba a ser el gran desafío de la empresa: luchar por su vida sin perder su alma.

Gracias a un estilo lleno de reminiscencias personales y a un ritmo trepidante que atrapa al lector desde las primeras páginas, El desafío Starbucks propone una lección magistral que se puede aplicar a todos los ámbitos de la vida: la clave del éxito está en preservar los valores esenciales, con fidelidad y pasión, y atreverse a seguir adelante, a ser valientes a la hora de tomar decisiones.

ENGLISH DESCRIPTION

In this #1 New York Times bestseller, the CEO of Starbucks recounts the story and leadership lessons behind the global coffee company's comeback and continued success.

In 2008, Howard Schultz decided to return as the CEO of Starbucks to help restore its financial health and bring the company back to its core values. In Onward, he shares this remarkable story, revealing how, during one of the most tumultuous economic periods in American history, Starbucks again achieved profitability and sustainability without sacrificing humanity.

Offering you a snapshot of the recession that left no company unscathed, the book shows in riveting detail how one company struggled and recreated itself in the midst of it all. In addition, you'll get an inside look into Schultz's central leadership philosophy: It's not about winning, it's about the right way to win.

Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman. Ultimately, Schultz gives you a sense of hope that, no matter how tough times get, the future can be more successful than the past.
About the Author: Howard Schultz (nacido el 19 de julio de 1953) es un empresario estadounidense. Es presidente ejecutivo de Starbucks y ex propietario de Seattle SuperSonics. Fue miembro de la Junta Directiva en Square, Inc. En 1998, Schultz cofundó Maveron, un grupo de inversión, con Dan Levitan.

El 1 de diciembre de 2016, Schultz anunció su renuncia como CEO de Starbucks, a partir de abril de 2017. Él es presidente ejecutivo, con Kevin Johnson como el nuevo CEO.


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Product Details
  • ISBN-13: 9786073167673
  • Publisher: Conecta
  • Publisher Imprint: Conecta
  • Height: 206 mm
  • No of Pages: 352
  • Spine Width: 25 mm
  • Width: 132 mm
  • ISBN-10: 6073167679
  • Publisher Date: 25 Sep 2018
  • Binding: Paperback
  • Language: Spanish
  • Returnable: Y
  • Weight: 340 gr


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