The following is a report on the occasion of the third main event of 2010 held by EuropeanPWN-Amsterdam at the Amsterdam Renaissance Hotel on 15 March 2010. We thank Margareta Jonker-Dorila for submitting this report.

Innovation also means “do your core business right”

One of the most striking statements of Shannon Jones, Director Marketing and Category for Starbucks Coffee Company EMEA, was that most of the time innovation means to “do your core business right”.
Listening to the captivating presentation of our guest speaker who brought 70 members and guests of EPWN Amsterdam together on Monday evening this statement seems to have been one of the conclusions of the re-examination of the company’s strategy in the beginning of 2008.

In the last few years, with an ever increasing competitive coffee environment and global economic crisis around the world, Starbucks Coffee Company had to reexamine its path to the future and truly innovate across products, brands and communication to differentiate and be relevant for the future.  From innovations in the digital space like My Starbucks Idea to new product launches like VIA!, Starbucks is poised to continue its record 2010 first quarter earnings into the next decade. Starbucks Coffee Company provides an uplifting experience that enriches people’s lives one moment, one human being, one extraordinary cup of coffee at a time.

Our guest speaker Shannon Jones is Marketing and Category Director for Starbucks Coffee Company Europe, Middle East & Africa.  She has been with Starbucks for over 10 years in various marketing roles in the U.S. and international. For the past 4 years she has lead marketing and product in the EMEA region from their EMEA headquarters and roasting plant in Amsterdam.

Join us on March 15^th when we will get insights into one of THE most innovative companies, Starbucks!

Participants are welcome to network from 19:00 to 20:00. The program begins at 20:00.

Registration and Guest Policy: Registration is required for members (no charge) and guests (guests are welcome at a cost of 25 Euro which includes snacks and drinks). Guests are allowed to attend two EuropeanPWN-Amsterdam functions per year. Please contact Caroline van Leuven, our VP Membership.