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Starbucks turns to celebrity CEO as it struggles to define itself for era of mobile orders

Retrieved on: 2024-09-08 13:42:43

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Starbucks turns to celebrity CEO as it struggles to define itself for era of mobile orders. View article details on hiswai:

Summary

The article discusses Starbucks' struggles to retain its coffeehouse roots amid operational chaos and market competition, examining the impact of new CEO Brian Niccol. The popular seasonal Pumpkin Spice Latte symbolizes Starbucks' cultural significance and marketing strategies.

Article found on: m.economictimes.com

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