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8.17: Video- Starbucks Delivers Community and Connection

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    What business is Starbucks really in?

    “We wanted to build a third place between home and work,” says Starbucks’ CEO Howard Schultz, as he sits in one of his cafés, “at a time in America when people are hungry for human connection.”

    Watch the following video to learn how, from the beginning, Starbucks has positioned itself to be much more than just a seller of gourmet coffee. It has built its entire brand experience around a core positioning that offers “a sense of community” as much as coffee.

    A link to an interactive elements can be found at the bottom of this page.

    You can view the transcript for “Starbucks the Brand” (opens in new window).

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    • Starbucks Delivers Community and Connection. Provided by: Lumen Learning. License: CC BY: Attribution
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