Schultz: Legacy Coffee Giants Were Too Arrogant to See Retail Coffee Opportunity
Howard Schultz · Live Episode! Starbucks: Howard Schultz · Sep 28, 2017 · at 34:06
Former Starbucks CEO Howard Schultz explains why legacy coffee conglomerates like Nestlé failed to enter specialty retail coffee during Starbucks' rapid 1990s expansion.
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“I think the large companies just never believed that you could build a national company and brand around selling coffee in the cup. I don't, I just think they were naive, maybe arrogant, and they gave us a lot of runway.”
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