1. Treacy and Wiersema distinguish between three value disciplines, that is operational excellence, customer intimacy and product leadership. Which value discipline(s) has Starbucks applied in recent years? Justify your answers.
When Starbucks first started, it took on the concept of traditional coffee shops that sells roasted coffee bean and tea. For several years, this same business format has been followed by the owners of the company until Howard Schultz joined the company in 1982. It was Schultz visit in Milan, Italy that changed how the company served its coffee. Accordingly, Schultz’s was amazed on how coffee was
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