华尔街的赚钱经 第47期:星巴克 从咖啡店到咖啡帝国(1)
Howard Schultz is not a household name to most North Americans, but those living in urban or suburban communities know his company: the specialty coffee retailer Starbucks. In the span of a decade, Starbucks has grown into the largest coffee roaster and retailer of specialty coffee in North America. By 2000, its coffee houses could be found in more than 2 , 600 locations worldwide; even President Bill Clinton has been photographed with a Starbucks to-go container in his hand. According to Newsweek, Schultz's merging with the three Cs-coffee, commerce and community-surely ranks as one of the '90s greatest retail successes'.
对于大多数的北美人而言，霍华德·舒尔茨这个名字并非称得上是家喻户晓。但无论是城里人还是农村人却都知道他公司的名字——专业咖啡零售商星巴克。在短短的十几年间，星巴克一跃成为北美地区最大的咖啡烘蜡者和专业咖啡零售商。到2000年，星巴克咖啡连锁店遍布世界2，600多个地方。甚至在一张照片中，美国前总统比尔·克林顿先生也手握一杯星巴克的外卖咖啡。舒尔茨的咖啡、商业和社区三个"C"的融合被美国〈新闻周刊〉评为“九十年代最成功零售范例”之一。
Personal Life
个人生活
Schultz was born in 1953 and grew up in the federally subsidized Canarsie housing project in the Brooklyn borough of New York City. His mother worked as a receptionist, and his father held a variety of jobs, none of which offered decent pay or medical insurance. When "Howie" was seven, his father lost his job as a driver for a diaper service when he broke his ankle. In the ensuing months, the family was literally too poor to put food on the table. It was a memory that Schultz would carry with him into adulthood.
舒尔茨出生于1953年，在位于纽约布鲁克林区的一个社区长大。该社区属于联邦政府补贴建设的“贫民安顿计划”公共住宅项目。他的母亲是一个公司的接待员，父亲做过好多份工作，但每一个工作都无法给予他一份像样的工资和医疗保险。在他7岁那年，父亲因为扭断脚躁而失去了在一家尿布生产厂做卡车司机的工作。接下来的那几个月，家里的经济更加拮据了，甚至到了“吃了上顿没下顿”的程度。这段刻骨铭心的记忆伴随着舒尔茨的成长。
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