一杯红茶的格调  

Style from A Cup of Black Tea

作　　者：沈伟民 

机构地区：[1]Annvita安薇塔英国茶体系

出　　处：《经理人》2012年第2期118-123,17,共6页Manager

摘　　要：2008年，星巴克董事长霍华德·舒尔茨为挽救公司在金融危机中的颓势，在全球星巴克咖啡店中破天荒地引进了茶饮。之后，哈佛很快将这则商业案例引为经典。In 2008,Howard Schultz,Chairman of Starbucks,unprecedentedly introduced tea into Starbucks coffee shops in the world for saving the company's decline in financial crisis.After that,it was soon cited as a classic business case by Harvard.Howard really should be proud of this innovation.He recently announced net income in the third fiscal quarter of 2011 had risen 12% and up to total $2.9 billion,meanwhile he intentionally mentioned the contribution of the Chinese market.Is the business model of 'Coffee plus Tea' really so magical?

关 键 词：红茶 星巴克咖啡店 风尚 格调 2008年 金融危机 商业案例 舒尔茨 

分 类 号：F719.3[经济管理—产业经济]