Keter CEO Alejandro Pena Puts the Needs of the Community and Customers First
Coffee provider Starbucks sells croissants, cake pops, and cappuccinos, but its main product is an experience. Starbucks' facilities exude a warm atmosphere because of low lighting, plush furniture, and the heady scent of coffee. When a barista signs a customer's name on a coffee cup, it adds a dash of personalization. Starbucks was successful because it emphasized the communities in which its consumers live and the customer experience. Its...