Starbucks CEO to sign books at Costco
March 29, 2011
Starbucks chief Howard Schultz is due at Costco early next month to sign copies of a book about navigating the coffee titan through a successful turnaround.
Shultz, Starbucks’ president and CEO, is scheduled to appear at the Issaquah warehouse at 1 p.m. April 8. The book is “Onward: How Starbucks Fought for Its Life Without Losing Its Soul” — a frank account of how the Seattle-based company reached out to customers and battened down to weather the recession.
Schultz joined Starbucks as director of marketing in 1982. In 2000, Schultz stepped down from daily oversight of the company, but returned as CEO eight years later as the company foundered.
The experience is the basis for Schultz’s account. Publishers Weekly praised “Onward” as “a must-read for anyone interested in leadership, management or the quest to connect a brand with the consumer.”