Starbucks is that rare business story, a company that has single-handedly brought life to an old commodity and established anew. Thirty-three years ago few US consumers drank premium coffees like lattes, and espressos let alone pronounced them correctly; today millions do. It is all part of a coffee trend that Starbucks largely started. More than a fad product, an entirely new food 'agenda' is taking shape. Starbucks has had great success in developing its company. …showed first 75 words of 1653 total…

…showed last 75 words of 1653 total…However, it has proved to be a company who has managed to make the voyage to success without compromising key principles of the guiding vision. As Starbucks embarks onto the 21st century, will Starbucks be able to maintain the integrity of its vision? I believe so. With excellent business values, and a strong sense of leadership backing them, Starbucks has continually proved itself to be the American dream of what a successful company can be.