6. One Company's Perspective on Innovation - Starbucks Coffee

  1. Jacqueline H. Beckley,
  2. M. Michele Foley,
  3. Elizabeth J. Topp,
  4. J. C. Huang and
  5. Witoon Prinyawiwatkul
  1. Lawrence Wu Jr.

Published Online: 30 NOV 2007

DOI: 10.1002/9780470277621.ch6

Accelerating New Food Product Design and Development

Accelerating New Food Product Design and Development

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

  1. Published Online: 30 NOV 2007
  2. Published Print: 19 MAR 2007

ISBN Information

Print ISBN: 9780813808093

Online ISBN: 9780470277621

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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