Starbucks has fully endorsed the digital age with the creation of a new position, Chief Digital Officer. The VentureBeat article "How Starbucks is turning itself into a tech company" explores how Starbucks has recognized the importance of the digital offerings to its customers and to the company. Starbucks' customer base is increasingly mobile and social. By combining all of its digital businesses (such as wifi offerings, social media, digital marketing, etc.) under one executive, the goal is to make digital a priority and to help spur even more growth for Starbucks. In my view, we will see more companies develop this type of role as customers shift even more to mobile applications and social networks. The article is a good read. Here's the link: http://venturebeat.com/2012/06/12/starbucks-digital-strategy/
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