A Howard Schultz 2020 Run Could Negatively Affect The Starbucks Brand


Expert Pitch

As former Starbucks CEO Howard Schultz mulls a run for the White House in 2020, a Texas A&M University marketing and retail expert says his candidacy may have a negative impact on the Starbucks brand.

"Starbucks may be Howard Shultz's and a lot of Americans' cup of coffee, but he may find politics to be a different cup of tea,” Mays marketing professor and Center for Retailing Studies Director for Research Venkatesh Shankar said. “Marketing to customers and citizens have many similarities, but politics has too many unknowns and uncontrollable factors to manage."  

Venkatesh Shankar is available to discuss the marketing implications of a potential Schultz candidacy and can be contacted directly for interviews at vshankar@mays.tamu.edu.

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