Starbucks' Secret Ingredient

How you can incorporate coffee chain chairman Howard Schultz’ persuasive communication skills in your workplace

If you've set foot in a Starbucks (SBUX) recently, there's no doubt you've been exposed to marketing for Akeelah and the Bee, the story of a young girl who tries to make it to a national spelling bee. The movie opened Apr. 28 and represents the coffee chain's first major push into theatrical releases -- part of a joint-marketing agreement with Lionsgate to promote the film (see BW Online, 5/1/06, "Howard Schultz Looking for His Next Act").

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