The success of Starbucks Coffee Company is one of the most amazing business stories in decades. What started as a single store on Seattle's waterfront has grown into the largest coffee chain on the planet. Just as remarkable as this incredible growth is the fact that Starbucks has managed to maintain its renowned commitment to product excellence and employee satisfaction.
The success of Starbucks Coffee Company is one of the most amazing business stories in decades. What started as a single store on Seattle's waterfront has grown into the largest coffee chain on the planet. Just as remarkable as this incredible growth is the fact that Starbucks has managed to maintain its renowned commitment to product excellence and employee satisfaction.
Marketers, managers, and aspiring entrepreneurs will discover how to turn passion into profit in this definitive chronicle of the company that "has changed everything... from our tastes to our language to the face of Main Street" (Fortune).
Howard Schultz is a native of Brooklyn, New York, who joined Starbucks in 1982 and has been Chairman and CEO since 1987. He lives in Seattle.
Dori Jones Yang has over fifteen years' experience as a reporter, writer, and bureau chief for Business Week in New York, Hong Kong, and Seattle. She lives in Bellevue, Washington.
目录
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Dedication
Prologue
PART ONE REDISCOVERING COFFEE THE YEARS UP TO 1987
CHAPTER 1 - Imagination, Dreams, and Humble Origins
CHAPTER 2 - A Strong Legacy Makes You Sustainable for the Future
CHAPTER 3 - To Italians, Espresso Is Like an Aria
· · · · · ·
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Dedication
Prologue
PART ONE REDISCOVERING COFFEE THE YEARS UP TO 1987
CHAPTER 1 - Imagination, Dreams, and Humble Origins
CHAPTER 2 - A Strong Legacy Makes You Sustainable for the Future
CHAPTER 3 - To Italians, Espresso Is Like an Aria
CHAPTER 4 - “Luck Is the Residue of Design”
CHAPTER 5 - Naysayers Never Built a Great Enterprise
CHAPTER 6 - The Imprinting of the Company’s Values
PART TWO REINVENTING THE COFFEE EXPERIENCE THE PRIVATE YEARS, 1987–1992
CHAPTER 7 - Act Your Dreams with Open Eyes
CHAPTER 8 - If It Captures Your Imagination, It Will Captivate Others
CHAPTER 9 - People Are Not a Line Item
Starbucks Mission Statement
CHAPTER 10 - A Hundred-Story Building First Needs a Strong Foundation
CHAPTER 11 - Don’t Be Threatened by People Smarter Than You
CHAPTER 12 - The Value of Dogmatism and Flexibility
PART THREE RENEWING THE ENTREPRENEURIAL SPIRIT THE PUBLIC YEARS, 1992–1997
CHAPTER 13 - Wall Street Measures a Company’s Price, Not Its Value
CHAPTER 14 - As Long As You’re Reinventing, How About Reinventing Yourself?
CHAPTER 15 - Don’t Let the Entrepreneur Get In the Way of the Enterprising Spirit
CHAPTER 16 - Seek to Renew Yourself Even When You’re Hitting Home Runs
CHAPTER 17 - Crisis of Prices, Crisis of Values
CHAPTER 18 - The Best Way to Build a Brand Is One Person at a Time
CHAPTER 19 - Twenty Million New Customers Are Worth Taking a Risk For
CHAPTER 20 - You Can Grow Big and Stay Small
CHAPTER 21 - How Socially Responsible Can a Company Be?
CHAPTER 22 - How Not to Be a Cookie-Cutter Chain
CHAPTER 23 - When They Tell You to Focus, Don’t Get Myopic
CHAPTER 24 - Lead with Your Heart
Index
Acknowledgments
About the Authors
Copyright
· · · · · · (收起)
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