Understanding Intangibles: What does Starbucks sell anyway?
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CONTRIBUTORS:
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JOURNAL:
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Chief Executive Magazine,
36(11),
114 -
116.
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YEAR:
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2005
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PUB TYPE:
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Journal Article
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SUBJECT(S):
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Starbucks, Balanced Scorecard, BSC, Managing Intangibles, Human Capital Management, HRM
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DISCIPLINE:
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Business/Management
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HTTP:
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http://www.chiefexe.com
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LANGUAGE:
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Korean
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PUB ID:
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103-421-051
(Last edited on
2005/11/08 00:31:06 US/Mountain)
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SPONSOR(S):
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ABSTRACT:
Starbucks’ long success in opening new markets and selling new products and service illustrates the power of intangibles in marketing as well as managing operations. As the role that intangibles play in business success increases, we are now seeing new tools emerge for assessing organization performance along these dimensions. The article takes a look at a new intangible assessment toolkit, especially Kaplan and Norton's strategic readiness assessment, as it applies to the growing world of Coffee beans.
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