英语翻译当28岁的霍华德·舒尔茨第一次走进星巴克位于西雅图的店面时,吸引他的是星巴克咖啡豆的香气.当时的星巴克拥有四家店面,老板是因为喜欢咖啡才做这笔生意的.他们宣称要提供美

英语翻译当28岁的霍华德·舒尔茨第一次走进星巴克位于西雅图的店面时,吸引他的是星巴克咖啡豆的香气.当时的星巴克拥有四家店面,老板是因为喜欢咖啡才做这笔生意的.他们宣称要提供美
英语翻译
当28岁的霍华德·舒尔茨第一次走进星巴克位于西雅图的店面时,吸引他的是星巴克咖啡豆的香气.当时的星巴克拥有四家店面,老板是因为喜欢咖啡才做这笔生意的.他们宣称要提供美国最好的咖啡豆,赚不赚钱倒是次要的,而且当时星巴克并不卖咖啡饮品.
如果舒尔茨当时刚从商学院毕业的话,他大概不会去放弃一份收入不菲的工作去星巴克工作的.依照商学院的传统思维来看,星巴克当时的“商业模式”并不吸引人.吸引他的是星巴克创始人的核心价值观和发自内心的热情,而他希望把这种价值观传达给别人.
因为价值观,舒尔茨来到星巴克出任市场主管工作；因为价值观,舒尔茨离开了星巴克自立门户,几年后将星巴克收购；因为价值观,舒尔茨创造了一种新的商业模式和代表生活方式的咖啡文化；因为价值观,星巴克成长为一个既“可敬”又“可爱”的品牌.
在舒尔茨的自传《将心注入》中,他还描写了许许多多星巴克发展中的故事.看完了这本书,给我印象最深的不是星巴克的“商业模式”,而是在商业背后那些活生生的人,他们满怀热情,追求梦想,敢于尝试一些未知的事情,坚持核心价值观,从而成就了一个品牌.

英语翻译当28岁的霍华德·舒尔茨第一次走进星巴克位于西雅图的店面时,吸引他的是星巴克咖啡豆的香气.当时的星巴克拥有四家店面,老板是因为喜欢咖啡才做这笔生意的.他们宣称要提供美
When the 28-year-old Howard Schultz first walked into Starbucks store in Seattle, it attracted him was the aroma of Starbucks coffee beans. At that time, Starbucks has four stores, the boss is because I like coffee before doing this business. They claim to provide the best American coffee beans, make no money is secondary, and even then not sell Starbucks coffee drinks.
If Schultz was just graduated from business school, he probably will not go to give up a well-paid job go to Starbucks to work. Business School, according to conventional thinking perspective, Starbucks time of the "business model" is not attractive. Attracted him was the founder of Starbucks core values and heartfelt passion, and he wanted to convey these values to others.
Because values, Schultz came to Starbucks as director of marketing work; Because values, Schultz left Starbucks own, a few years after the Starbucks acquisition; Because values, Schultz created a new business model and represents life way coffee culture; because values, Starbucks grow as both a "respectable" and "cute" brands.
In Schultz's autobiography, "will be injected into the heart", he also describes the story of the development of many Starbucks. After reading this book, what impressed me most was not Starbucks 'business model', but those in the commercial real people behind their passionate pursuit of the dream, dare to try some unknown thing, stick core values, thus accomplishing a brand