In the CEO Afterlife

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

In the CEO Afterlife

Hammered by Wall Street in 2008, the stock has finally crawled back to its 2006 highs. Last week, legendary brand positioning expert Al Ries weighed in on Starbucks reported desire to move away from its powerful ‘specialist’ strategy. Al thinks the stock market is pressuring the company for more top-line growth.

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