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Coffee might be the most popular drink in the world. And the well-known Starbucks may hold a claim to the most valuable brand name in the industry. The strategic question is, how long can Starbucks keep brewing a better cup of coffee?

"Forever" might answer Howard Schultz, the company's chairman and chief global strategist. When he joined Starbucks in 1982 as director of retail operations, the firm was a small coffee retailer in Seattle. But Schultz had the idea to build a coffee bar culture with Starbucks at its Center. The rest is Starbucks' history.

Schultz envisioned Starbucks becoming a national chain of stores offering the finest coffee drinks and "educating consumers everywhere about fine coffee". Starbucks has fulfilled this vision on the national scene and stuck to its values in the process. Employees are featured in guiding principles: (1) "Provide a great work environment and treat each other with respect and dignity". (2) Embrace diversity as an essential component in the way we do business. You'll also find a strong commitment to the natural environment, the community, and coffee-origin countries."

Today Starbucks is more than just another coffee bar retailer. Visit a store or go online, and you'll find it now selling tea, chocolates, various gift items, and even music. It's all part of a global strategy for growth. Schultz says: "Moving forward, we will continue to pursue opportunities that increase long-term value for our shareholders and partners, provide unique experiences for our customers, and bring us even closer to our goal of becoming the most recognized and respected brand of coffee in the world."

What are the risks of an aggressive growth strategy for starbucks?

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