Chapter 6. One Company's Perspective on Innovation - Starbucks Coffee
- Jacqueline H. Beckley,
- M. Michele Foley,
- Elizabeth J. Topp,
- J. C. Huang,
- Witoon Prinyawiwatkul
Published Online: 30 NOV 2007
DOI: 10.1002/9780470277621.ch6
© 2007 Blackwell Publishing and the Institute of Food Technologists
Book Title
Accelerating New Food Product Design and Development
Additional Information
How to Cite
Wu, L. (2007) One Company's Perspective on Innovation - Starbucks Coffee, in Accelerating New Food Product Design and Development (eds J. H. Beckley, M. M. Foley, E. J. Topp, J. C. Huang and W. Prinyawiwatkul), Blackwell Publishing, Ames, Iowa, USA. doi: 10.1002/9780470277621.ch6
Publication History
- Published Online: 30 NOV 2007
- Published Print: 19 MAR 2007
ISBN Information
Print ISBN: 9780813808093
Online ISBN: 9780470277621
- Summary
- Chapter
- References
Keywords:
- coffee;
- profitability;
- reputation;
- indulgence;
- discoveries
Summary
This chapter contains sections titled:
Introduction
Innovation Defined
Key Principles and Applications
Maintaining Relevance with Your Consumer
Target the Possibilities:Map Your Product Adjacencies
Don't Focus on the Enormity of the Goal