Part 3, Crisis of Prices, Crisis of Values and The Best Way to Build a Brand is One Person at a Time Summary and Analysis

In June 1994 Starbucks faces a crisis when the price of coffee beans soars due to a severe frost in Brazil. Even though Starbucks does not buy beans from Brazil there are many companies that do and the shortage will drive up the price of beans grown all over the world. Over the span of several weeks Starbucks attempts to manage the crisis with the severely fluctuating coffee prices. Fortunately Starbucks has some raw coffee beans in inventory to manage the short term but as the crisis extends, Howard and his executives are faced with the major question of whether or not...