The article explores Howard Schultz's staunch opposition to the unionization efforts within Starbucks. His strong personal feelings against unions are rooted in his vision for the company's image and operations. Schultz views unions as conflicting with his personal vision for Starbucks.
The article highlights Schultz's previous interventions at Starbucks, such as removing breakfast sandwiches that he felt negatively impacted the in-store ambiance.
His past experience illustrates his strong commitment to controlling the narrative and direction of the company. This highlights his proactive nature in shaping the company's image and culture.
Schultz's current resistance to unionization involves refusing to extend benefits to unionized employees, which constitutes roughly 2% of Starbucks' US workforce.
His outright rejection of a potential collaboration with the union demonstrates his firm opposition to unions within the company.
The article presents Schultz's perspective and actions, revealing his personal investment in his vision for Starbucks and his willingness to actively shape the company's trajectory, even by resisting worker unionization efforts.