Tag: brand loyalty community-driven marketing

Introduction In 2008, amidst a global financial crisis that severely impacted its business, Starbucks faced a 28% drop in profits and was forced to close nearly 1,000 stores. However, instead of resorting to aggressive cost-cutting, CEO Howard Schultz took a different route—focusing on customer engagement and innovation. This case study explores how Starbucks leveraged crowdsourcing…