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Howard Schultz Essay

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Back in 1971, the store was opened in Seattle, Washington that sold just coffee beans and coffee making equipment. In 1982, Howard Schultz was hired as a director of retail operations and marketing. Starbucks begins to provide coffee to the fine restaurants and espresso bars. In 1983, Schultz travelled to Italy and get impressed with the popularity of espresso bars in Milan. He wanted to introduce the espresso bars in United States as well. So, he tried to convince his owners to start coffee bars, but he failed to convince them. So, he started his own way to introduce espresso bars as II Giordale chain of coffee bars during 1986. In 1987, Baldwin and others, the founder of Starbucks sold Starbucks to Howard Schultz, who then renamed II Giordale
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