Howard Schultz's Presidential Run Could Hurt Starbucks

Rantt Media
Reputation Institute

Stephen Hahn-Griffiths, Chief Reputation Officer at Reputation Institute, told me: “Any ambiguity causes reputational problems. Globally, 14% of a company’s reputation can be directly attributed to the CEO. Even though Schultz is no longer an executive, of course he’s associated with the company. Both Starbucks and Schultz should make clear statements. It would be appropriate to declare intentions. It is possible for Starbucks to separate from Schultz, but uncertainty yields reputational decline.”

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