【2017年整理】连续案例英文_Starbucks--Introduction.docVIP

连续案例：星巴克 Starbucks--Introduction Community. Connection. Caring. Committed. Coffee. Five Cs that describe the essence of Starbucks Corporation—what it stands for and what it wants to be as a business. With over 11,000 outlets in more than 36 countries, Starbucks is the worlds number-one specialty coffee retailer. Its also a company that truly epitomizes the challenges facing managers in today’s globally competitive environment. To help you better understand these challenges, we’re going to take an in-depth look at Starbucks through these continuing cases, which you’ll find at the end of every part in the textbook. Each of these five part-ending continuing cases will look at Starbucks from the perspective of the material presented in that part. Although each case “stands alone,” you’ll be able to see the progression of the management process as you work through each one. The Beginning “We aren’t in the coffee business, serving people. We’re in the people business, serving coffee.” That’s the philosophy of Howard Schultz, chairman and chief global strategist of Starbucks．It’s a philosophy that has shaped—and continues to shape—the company. The first Starbucks, which opened in Seattles famous Pike Place Market in 1971, was founded by Gordon Bowker, Jerry Baldwin, and Zev Siegl. The company was named for the coffee-loving first mate in the book Moby Dick, which also influenced the design of Starbucks’ distinctive two-tailed siren logo. Schultz, a successful New York City businessperson, first walked into Starbucks in 1981 as a sales representative for a Swedish kitchenware manufacturer. He was hooked immediately. He knew that he wanted to work for this company, but it took almost a year before he could persuade the owners to hire him. After all, he was from New York and he hadn’t grown up with the values of the company. The owners thought Schultz’s style and high energy would clash with the existing culture. But Schultz was quite persuasive and was able to allay the ow