STARBUCKS conversation with our cross-functional peers about how to create value in a defined way . So that was an open talk about costs , innovation , risk and quality , which – amongst other outcomes – led to us changing the team structure so that we are much more focused on licensees and franchises and how they are organised from a sourcing perspective .”
This approach has fostered a closer working relationship with the company ’ s licensees as strategic partners , with very regular communication between licensee groups and Starbucks .
“ I would say the most important thing for our business to keep in mind is that although the licensees operate our brand , and they have the rights to operate our brand , we almost need to deserve the right to work with them in terms of investing in their business and spending their money . So , the acknowledgement that the licensee is actually the investor and the entrepreneur and it ’ s their money that we eventually are able to spend , that recognition is just super crucial
136 May 2018