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1、case1.1TheStarbuckscoffeeshoponSixthAvenueandPineStreetindowntownSeattlesitssereneandorderly,asunremarkableasanyotherinthechainbought15yearsagobyentrepreneurHowardSchultz.Alittlelessthanthreeyearsago,however,thequietstore-frontmadefrontpagesaroundtheworld.Duri
2、ngtheWorldTradeOrganizationtalksinNovember,1999,protestersfloodedSeattle'sstreets,andamongtheirtargetswasStarbucks,asymbol,tothem,offree-marketcapitalismrunamok,anothermultinationalouttoblankettheearth.Amidthecrowdsofprotestersandriotpolicewereblack-maskedanar
3、chistswhotrashedthestore,leavingitswindowssmashedanditstastefulgreen-and-whitedecorsmellingofteargasinsteadofespresso.SaysanangrySchultz:'It'sThisStarbucksstoreopenedin2000,intheForbiddenCityhurtful.Ithinkpeopleareill-informed.It'sverydifficulttoareaofBeijinqp
4、rotestagainstacanofCoke,abottleofPepsi,oracanofFolgers.Starbucksisboththisubiquitousbrandandathemomentumcontinues.Inthefirstthreequartersofplacewhereyoucangoandbreakawindow.Youcan'tthisfiscalyear,salesclimbed24percent,yeartoyear,tobreakacanofCoke.'Thestorewasq
5、uicklyrepaired,andtheprotestershave$2.4billion,whileprofits,excludingonetimechargesandscatteredtoothercities.Yetcupbycup,Starbucksreallyiscapitalgains,rose25percent,to$159.5million.caffeinatingtheworld,itsgreen-and-whiteemblembeckon-Moreover,theStarbucksnamean
6、dimageconnectwithmillionsofconsumersaroundtheglobe.Itwasoneoftheingtoconsumersonthreecontinents.In1999,StarbucksCorp.had281storesabroad.Today,ithasabout1200-andfastest-growingbrandsinaBusinessWeeksurveyoftheit'sstillintheearlystagesofaplantocolonisetheglobe.If
7、top100globalbrandspublished5August.Atatimewhenonecorporatestarafteranotherhascrashedtoearth,theprotesterswerewrongintheirtactics,theyweren'twrongaboutStarbucks'ambitions.Theywerejustearly.broughtdownbyrevelationsofearningsmisstatements,executivegreed,orworse,S
8、tarbuckshasn'tfaltered.TheThestoryofhowSchultz&Co.transformedapedes-triancommodityintoanupscaleconsumeraccessoryhascompanyconfidentlypredictsupto25percentannualsalesandearningsgrow
