ReadWriteWeb

With Starbucks' stock beaten down from its mighty highs of $47 to recent lows of $17 in the face of strong competition from Peet's, Caribou, McDonald's, and Dunkin' Donuts and a suffering economy, the coffee house chain has made many changes over the past few months. From eliminating jobs and reshuffling management to permanently shutting down lagging stores and retraining its baristas, perhaps none of these moves will be as important or effective in the long run as the development and launch of My Starbucks Idea.