ABSTRACT
Most Americans have heard of the company Starbucks. The proliferation of Starbucks stores has been the subject of late-night television jokes and watercooler discussions, yet the company continues to open an average of three stores every day. When hearing about the company's debut on the Fortune 500 earlier this year, its founder, Howard Schultz, admitted that it would be arrogant to say that ten years ago he thought Starbucks would be where it is today, but from the very beginning of the company's inception, his goal was to dream big. And dream big it does. In fact, the seemingly oversaturation of many retail markets is the very goal of his business strategy.
