Starbucks, a dominant force in the global coffee industry, is facing significant challenges that have called its longstanding market position into question. With slowing sales and a brand identity that has become diluted over time, the company is at a critical crossroads. The gold standard of business intelligence.
John Rossman, an early Amazon executive instrumental in launching Amazon Marketplace and a recognised thought leader on digital and innovation strategies, shares his insights on Starbucks’ current challenges and what it will take to restore the brand to its former glory. The ‘Innovator’s Dilemma’: Starbucks’ struggle with identity Rossman attributes much of Starbucks’ current predicament to what he calls the ‘Innovator’s Dilemma’, a concept popularised by Clayton Christensen. This dilemma arises when a successful company struggles to reinvent itself, especially when innovation threatens to cannibalise its existing business.
For Starbucks, the dilemma is evident in the company’s shift away from the unique “third place” experience that once set it apart. Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research.
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