This guidebook from Starbucks entrepreneur Arthur Rubinfeld, one of the world’s most successful retailers, provides an excellent introduction to conceptualizing, realizing, expanding and reinventing retail brands. Rubinfeld and co-author Collins Hemingway organize the book clearly around four basic principles: Think big; be oriented toward growth; find the right location, and plan for the future. They explain each principle step by step in terms that are understandable to the general management reader. They illustrate their assertions with examples from Rubinfeld’s experience and from the experiences of such prominent retailers as Wal-Mart’s Sam Walton and McDonald’s Ray Kroc. If you consider launching a new retail enterprise, getAbstract would advise reading this book first.
About the Authors
Arthur Rubinfeld was the executive vice president who built Starbucks from 100 outlets to more than 4000 stores, innovating with co-tenancy and co-branding relationships. Collins Hemingway, co-author with Bill Gates on Business@The Speed of Thought, was a director of business development and international marketing at Microsoft.