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In the CEO Afterlife

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The Tragic Fall from Specialist to Generalist: Starbucks, the Latest.

In the CEO Afterlife

In the CEO Afterlife. Main menu Home. Leadership. Branding. Life. The Tragic Fall from Specialist to Generalist: Starbucks, the Latest Victim. by John • June 6, 2011 • Leadership , Marketing , Strategy • 2 Comments. Last week, legendary brand positioning expert Al Ries weighed in on Starbucks reported desire to move away from its powerful ‘specialist’ strategy.

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