The way products are designed, manufactured, packaged, and supported needs to be guided by a passionate, fanatic commitment to understanding and delighting the customer.

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Several companies utilize the phenomenon of escalations of commitment and self-image shaping to drive customer engagement.

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Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup.

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As a fourth strategic consideration, Carnival and Royal Caribbean, along with smaller companies, would therefore do well to consolidate their messages about safety, about customer commitment, about whether this industry has become too big to function in the best interests of the consumer.

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