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ID number:703742
Evaluation:
Published: 10.09.2004.
Language: English
Level: Secondary school
Literature: n/a
References: Not used
Extract

"Coffee is at the heart of what we do."
<Tab/><Tab/><Tab/><Tab/><Tab/><Tab/><Tab/> Benne Peto, HR director of Starbucks
<Tab/>Starbucks is that rare business story: a company that has single-handedly breathed new life in an old commodity and established a new "killer category." Starbucks was a first mover in a largely fragmented industry and its strategy of focused differentiation has put it well ahead of other consumer products coffee providers.
<Tab/&a…

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