For Starbucks, the world’s leading retailer, roaster, and brand of speciality coffee, 2008 was a tough year. Amid a struggling economy and increased competition from cheaper rivals, the company’s net income during the first three months of the year fell 28 percent compared to the same period in 2007. Starbucks’ founder Howard Schultz announced that the company had “lost its way,” becoming too standard and corporate, and less entrepreneurial—less like a local coffee shop. Shultz resumed the role of CEO and president, and for the first time the company closed stores on a broad scale.

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