"Rapid expansion, the chairman, Howard Schultz, said, has led to a 'commoditization of our brand' that makes the company more vulnerable to competitors. Specifically, he cited several decisions that, he said, may have been right at the time, but which, in retrospect, have led to a 'dilution' of the coffeehouse experience that he wanted to foster."
Starbucks Chairman Fears Tradition Is Fading
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