Worst CEOs Of The Year: Brian Niccol Of Starbucks

Core Viewpoint - The article discusses the selection of the worst CEOs in America, highlighting major strategic failures and their impact on shareholders, customers, and employees [1]. Company Performance - Starbucks Corp. has seen a decline in its share price, down 16% over the last five years, while the S&P 500 has increased by 84% [2]. - The stock price peaked at $117 in March but has since fallen to $83, indicating a loss of investor confidence [4]. Leadership Changes - Starbucks has experienced multiple leadership changes, with Brian Niccol being the latest CEO after Kevin Johnson and Howard Schultz [3]. - Niccol was expected to revitalize the company based on his previous successes at Taco Bell and Chipotle, but has not delivered results [5]. Strategic Decisions - Niccol's strategy included a focus on returning to Starbucks' roots as a community coffeehouse, but has faced criticism for lack of tangible results [5]. - A significant decision made under Niccol's leadership was the sale of 40% of Starbucks' operations in China for $4 billion, a move seen as abandoning a key growth market [5].