[어바웃 C]스타벅스 신동우, 재무통 구원투수…대표 잔혹사 끊을까

Starbucks Korea appointed a finance and strategy expert as CEO following a brand-damaging marketing controversy, revealing systemic operational challenges. Despite 10 years of revenue growth, operating margins have halved to 5.3% while cash flow weakened, indicating aggressive marketing tactics have become unsustainable. The new internal-focused leadership aims to restore customer trust and operational efficiency, though questions remain whether financial expertise can replace the marketing competence that built the brand.