Starbucks once seemed so unstoppable that the Onion, a satirical paper, joked about a new Starbucks opening in the restroom of an existing Starbucks. Yet by January 2008, when Howard Schultz, the coffee chain's most effective boss, returned as chief executive, it was rapidly declining. Mr Schultz closed stores, shed staff, slimmed the supply chain and arrested Starbucks's slide. In fiscal 2010 the firm's operating margins rebounded to 13.8%, the highest in its 40-year history.
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