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Onward: How Starbucks Fought for Its Life without Losing Its Soul

Onward: How Starbucks Fought for Its Life without Losing Its Soul [Kindle Edition]

Howard Schultz , Joanne Gordon
4.0 von 5 Sternen  Alle Rezensionen anzeigen (4 Kundenrezensionen)

Kindle-Preis: EUR 9,01 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

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Gebundene Ausgabe EUR 17,50  
Taschenbuch EUR 12,30  
Audio CD, Audiobook EUR 26,64  



In 2000, Starbuck's founder and CEO Schultz (Pour Your Heart into It) stepped down from daily oversight of the company and assumed the role of chairman. Eight years later, in the midst of the recession and a period of decline unprecedented in the company's recent history, Schultz--feeling that the soul of his brand was at risk--returned to the CEO post. In this personal, suspenseful, and surprisingly open account, Schultz traces his own journey to help Starbucks reclaim its original customer-centric values and mission while aggressively innovating and embracing the changing landscape of technology. From the famous leaked memo that exposed his criticisms of Starbucks to new product strategies and rollouts, Schultz bares all about the painful yet often exhilarating steps he had to take to turn the company around. Peppered with stories from his childhood in tough Canarsie, N.Y., neighborhoods, his sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and his voice is winning and authentic. This is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer. --Publisher's Weekly, Starred Review
"Howard Schultz's refreshingly candid, compelling narrative demonstrates what it takes to lead in these extraordinary times. Onward is a rare first-hand account at how one of the world's most iconic brands overcame the challenges that confront us all."  --Indra Nooyi, Chairman and CEO of PepsiCo
“Through the lens of his personal leadership journey, with all of its dizzying ups and agonizing downs,  Howard Schultz has written, with aching honesty and passion, the single most important book on leadership and change for our time and for every generation of leaders. This book is not just required reading, it's mandatory.”  --Warren Bennis, Distinguished Professor of Business, University of Southern California and author of Still Surprised: A Memoir of a Life in Leadership



In this #1 New York Times bestseller, the CEO of Starbucks recounts the story and leadership lessons behind the global coffee company's comeback

In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as the CEO eight years after he stepped down from daily oversight of the company and became chairman. Concerned that Starbucks had lost its way, Schultz was determined to help it return to its core values and restore not only its financial health, but also its soul. In Onward, he shares the remarkable story of his return and the company's ongoing transformation under his leadership, revealing how, during one of the most tumultuous economic times in history, Starbucks again achieved profitability and sustainability without sacrificing humanity.

Offering readers a snapshot of a moment in history that left no company unscathed, the book zooms in to show, in riveting detail, how one company struggled and recreated itself in the midst of it all. The fastpaced narrative is driven by day-to-day tension as conflicts arise and lets readers into Schultz's psyche as he comes to terms with his limitations and evolving leadership style. Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman.

Onward represents Schultz's central leadership philosophy: It's not just about winning, but the right way to win. Ultimately, he gives readers what he strives to deliver every day—a sense of hope that, no matter how tough times get, the future can be just as or more successful than the past, whatever one defines success to be.


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4.0 von 5 Sternen
4.0 von 5 Sternen
Die hilfreichsten Kundenrezensionen
2.0 von 5 Sternen Etwas platt und redundant 3. Juli 2014
Von Chris W.
Format:Gebundene Ausgabe|Verifizierter Kauf
Ganz ehrlich, ich hatte mir mehr unter dem Buch vorgestellt.

Die Lektüre war mehr oder weniger interessant. Man bekommt einen guten Einblick in die Welt von Starbucks aus der Sicht des Management. Allerdings hatte ich während des Lesens das Gefühl, dass sich einiges wiederholt. Die amerikanische Art der Selbstbelobigung in Form von Manager"literatur" oder sagen wir mal Managerbellestristik ist gewöhnungsbedürftig. Wenn man das Buch für kleines Geld z.B. gebraucht bekommt ist es nicht verkehrt, zumal es recht einfach zu lesen ist, auch für weniger Sprachbegabte. Aber es ist auch kein Verlust, das Buch zu ignorieren.
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5.0 von 5 Sternen Sehr Gut 10. Dezember 2011
Von Mary
Format:Gebundene Ausgabe
Das Buch ist sehr informativ und das Englisch ist sehr gut zu verstehen.
Dieses Buch beschreibt nicht nur wie Starbucks es aus der Krise geschafft hat,
sondern auch wie die Öffentlichkeit Howard Schultzs Schritte sah.
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5.0 von 5 Sternen Not only for Starbucks fans 8. Oktober 2011
Format:Gebundene Ausgabe
I really enjoyed reading this book. It is not only about Starbucks, but also about being CEO of a big firm and the things that can happen to you and your firm. Mean things people can say about you and how they can affect your business.
The book is about keeping your values while growing immensely.

I highly recommend this book to anyone who is also interested in the life of a CEO and it's troubles.
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Von Donald Mitchell TOP 500 REZENSENT
Format:Gebundene Ausgabe
"Indeed I have given him as a witness to the people,
A leader and commander for the people." -- Isaiah 55:4 (NKJV)

Company founders often have a unique vision of what they are trying to accomplish that's based in a set of values that are deserving of respect. Unless such a vision is experienced, appreciated, and consistently pursued, most organizations lose their way as the power of the vision wanes . . . to be replaced by merely accomplishing various goals that are unconnected to the vision. In the case of Starbucks, Howard Schultz had a life-changing experience in an Italian espresso bar that led to his vision for the company. After Schultz was no longer CEO (called ceo at Starbucks), the vision lost focus and faded in favor of meeting various expansion goals.

When what is now being called "The Great Recession" hit, Starbucks reeled as customers started spending a lot less for the first time. Such a downward spiral is hard to overcome, and Howard Schultz learned that the hard way as he returned to the ceo job.

Onward is the story of how Starbucks revitalized and created a better way to deliver Schultz's vision.

If you have only a casual interest in Starbucks, this story will be too long and detailed for you.

If you are a company leader who is looking to turn around the fortunes of an ailing retail concept, you'll find all of the detail helpful in avoiding pitfalls. Having worked with a number of companies seeking to make such improvements, I was struck that the perspectives and experiences of Mr. Schultz rang very true.
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Die hilfreichsten Kundenrezensionen auf (beta) 4.0 von 5 Sternen  214 Rezensionen
35 von 39 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Recommended for all Business Leaders & Entrepreneurs 18. April 2011
Von WILLIAM - Veröffentlicht auf
Format:Gebundene Ausgabe
I am just about to finish the book...only a few pages left but I had to write a review. I don't write them very often but this book really resonated with me. Unlike a lot of business books written on leadership that are based on theory, ONWARD is a true story of one man's passion to restore his vision for his company. What I really enjoyed was how he didn't glorify himself. Howard was truly authentic in his communication. He had doubts, fears and made mistakes just like we all do. Basically, what I am saying is that you can learn a lot about business from this book but you will learn even more about the mindset and strategies of a true leader and what makes him tick. I am inspired by ONWARD and can't wait to get back to it. My copy is already full of notes, ideas and plans that I have already begun to implement in my company (with noticeable results) I highly recommend ONWARD!
19 von 22 Kunden fanden die folgende Rezension hilfreich
3.0 von 5 Sternen A decaf Latte - as fast as possible - faster! 9. Mai 2011
Von Simon Ruddell - Veröffentlicht auf
Format:Gebundene Ausgabe
I enjoyed this book, but not as much as Pour Your Heart Into It. Make no mistake, I love Starbucks, both as a customer and as an investor, but this volume lacks the warmth and sheer adventure of the account of the startup of Starbucks.
The most interesting aspect of this account, for me, is that it serves as a perfect illustration of how annoying American upper managament can be. Nothing is ever good enough or fast enough for this man. Everyone has to passionately commit. Everything has to be better than last year, last week, yesterday. Everything has to be done by yesterday!
The newly revamped Starbucks may be wonderful, but it is unsustainable, as is most of the American corporate model. A classic example of this is the author's breathless account of someone coming up with a good idea on a flight back to Seattle and his pride in the fact that he was able to approve the concept and get committment to a date from others on the ground so that by the time they arrived everything was in place. Would it have been such a catastrophe if everyone had taken a day to think it all through? There is a great deal of this kind of thing in this book, and in my experience dealing with American business, such freneticism is all too common.
There is a great deal of pride expressed here in doing more with less - but that cannot go on forever.
55 von 72 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Another Must Read from HS! 29. März 2011
Von #saveyourkid - Veröffentlicht auf
Format:Gebundene Ausgabe
My fascination with Starbucks began as I savoured the first book 'Pour Your Heart into It' as a business school student and now continues with 'Onward', another highly inspirational read by Howard Schultz; a now humbled CEO with a natural talent for knitting powerful words together to tell an engaging motivational story that takes you through the nail biting journey of a company that went from peak to rock bottom to a slow, painful yet rewarding ride back up the mountain. I wont be surprised if this book finds itself in the business schools curriculum as a learning guide for reinventing oneself during challenging times. Get yourself a copy now!!
12 von 15 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The Art of Reinvention 1. April 2011
Von Madeline Z. Ruiz - Veröffentlicht auf
Format:Gebundene Ausgabe
Author, Jim Collins got it right when he said "Good-to-Great transformations don't happen without level 5 leaders at the helm, they just don't". Howard Schultz demonstrates his level 5 skills, which are a paradoxical combination of personal humility and professional will. Throughout the transformation outlined in this book, Starbucks seemed to methodically and systematically align all the elements required to not only reinvigorate the Starbucks experience, but to also plan on how to make long term changes that would significantly reduce costs and improve customer service making the company a fierce competitor once again. All of this while focusing on finding Starbucks Soul.

It has been fun to watch the company change direction and remember what made the company so great and learn how they have been able to embrace the qualities needed to rebuild their enduring greatness. The recipe seems so simple, but Howard Schultz shows us how difficult it can be to change with the times and embrace challenges such as environmental issues, political divides, and economic uncertainties all adding to the looming recession we were all about to experience. Their savvy strategies to recruit past partners who had the passion and skills to innovate and improve the in-store experience were brilliant! This was the shortest path to the customer and Howard Schultz was smart enough to surround himself with experienced passionate partners who knew how to execute with precision.

I was a former partner at Starbucks and have incredibly fond memories of the people and experiences that I feel so fortunate to have been a part of. Starbucks was and is a great company and Howard Schultz does a great job of sharing his personal journey and sharing what it means to be an entrepreneur. His passion, drive, anger, and love for all that Starbucks has to offer was an exciting read and I am grateful that he had the courage to grab the bull by the horns and take back what makes Starbucks so special. The soul of Starbucks comes to light in this book and it is great to see it shine so brightly once again.
3 von 3 Kunden fanden die folgende Rezension hilfreich
2.0 von 5 Sternen A Fairy Tale 26. Oktober 2011
Von D. Hage - Veröffentlicht auf
Format:Gebundene Ausgabe|Verifizierter Kauf
I was so disappointed by this book. It's simply a fairy tale -- the story of Starbucks' turnaround with all the negatives removed. It quotes speeches and memos by Schulz ad nauseum, but skips over crucial details such as where the capital came from for Starbucks to expand from hundreds to thousands of stores in a short time. It's repetitious, full of unnecessary detail, and more a marketing piece than a history.

As Schulz described the ideal new Starbucks store, I thought about my local, urban Starbucks -- the floor is dirty, it's incredibly noisy, you can't see the baristas at all behind the giant coffee machines, everyone is so busy it's hard to get their attention, and the places to order and to receive your drink seem backwards.
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There are moments in our lives when we summon the courage to make choices that go against reason, against common sense and the wise counsel of people we trust. But we lean forward nonetheless because, despite all risks and rational argument, we believe that the path we are choosing is the right and best thing to do. We refuse to be bystanders, even if we do not know exactly where our actions will lead. &quote;
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Success is not sustainable if it's defined by how big you become. &quote;
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A well-built brand is the culmination of intangibles that do not directly flow to the revenue or profitability of a company, but contribute to its texture. Forsaking them can take a subtle, collective toll. &quote;
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