Brewing success cup by cup

Starbucks thinks out of the box to win hearts, more market share

Howard Schultz believes that unconventional ideas often make the difference between success and failure for companies in overseas markets. Meeting the parents is one such initiative that has made a big difference in China, says the chairman, president and chief executive officer of Starbucks Corp, the US-based global coffee chain.

Catching up with Schultz at the packed hall in Guangzhou during the China Partner Family Forum earlier this month, it was easy to under-stand what the multinational company was looking to achieve in China from such initiatives. Schultz himself admits that the focus is not on marketing or customers, but rather on brand equity and cultural values, as he painstakingly explains some of the recent company initiatives to a group of Chinese parents.