Starbucks' mission is literally "to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time." The company hinges its mission on a number of principles, including offering high-quality, ethically produced coffee, treating employees and customers with respect, offering stores that foster human connection and becoming part of each community in which it is present. So far, the mission appears to be a success, with Starbucks owning and operating in more than 60 countries throughout the world, and with plans to open stores in more.
Joseph A. Michelli, author of "Leading the Starbucks Way," writes that Starbucks' success is largely a result of its ability to create an emotional tie with customers. Such engagement starts with the stores' homey, intimate atmospheres. This is at the heart of the company's mission.
Others credit Starbucks' insistence on offering fair trade products that are also ecologically sustainable with a great deal of the company's success. Many customers seek out such products and feel good about themselves for buying them. This, too, fits in with Starbucks' mission.
Ultimately, according to many business experts, Starbucks is a perfect example of a company that has grown by sticking with its mission, no matter how lofty it is.