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日本早稻田大学商学院大泷令嗣教授与陈彦夫、王姵岚合着的本书，很有系统针对星巴克咖啡的起源、历史、策略和品牌经营的商业思维，做了非常深入的研究，这本品牌策略研究的专书，做为商战策略的思考研究，是商学院的必读着作。

　　Waseda University Business School Professor Reiji OHTAKI, made studies of international business for several decades for the world's leading coffee chain stores Starbucks ─ did a series of studies related to Starbucks brand stories, the globalization model,the strength and the key successful factors.

　　This book introduced Starbucks business in America, Starbucks business in Europe, Starbucks business in Japan, Japan Starbucks concept store strategies, Starbucks US social media business model. This book also has depth analysis and comprehensive integration. In addition, leadership studies are also highlighted in the book.

　　Professor Reiji OHTAKI, Aon Consulting Japan Director, Economic Development Board member of Singapore, with hisexperience, contributed the book and provided considerable big picture view of Starbucks.

作者简介

Professor Reiji OHTAKI

　　current job
　　● Waseda Business School (WBS) Professor
　　● Research Field: Global Leadership, Global Brand, Global Human Resource Management, Scientific/ Technological innovation and Entrepreneurship.
　　● Advising Professor of Waseda-Nanyang Technological University (Singapore) Double MBA Degree Program.
　　● Visiting Professor of School of Economics and Management, Beijing Tsinghua University
　　● Director and Chairman of Aon Hewitt Consulting Japan
　　● Supervisor of Tokyo Stock Exchange Listed Companies SEPTENI Holdings

　　Education:
　　● University of California at San Diego (MS and Ph.D., Applied Physics), CA, USA
　　● Tohoku University, School of Engineering, (BS, Applied Physics), JAPAN

　　Experience:
　　● NIKKEI economic-related issue columnist
　　● Selected as world's best TOP 40 MBA professors by International Touch MBA Column
　　● Director and Chief adviser of Hay Group Asia Pacific
　　● Board Member of Singapore Economic Development Agency (EDB)
　　● IT Researcher at Toshiba Group

　　Expertise:
　　● Strategic management of technology industry
　　● Industry M&A optimal decision-making
　　● Services industry case studies
　　● Globalization, Global Brand
　　● International Human Resource Management

　　Publications:
　　● Human Resource Management, John Wiley & Sons Publication
　　● Analysis on Amusement Park Industry: A Case of Tokyo Disneyland, Hanlu Publishing
　　● Many articles in academic related journal such as Current Status and Training Program of Global Business Leaders related articles, etc.

Yen-Fu Chen

　　Employee at IB Department of Cathay United Bank
　　M.B.A., Waseda Business School, Waseda University
　　B.A., Economics, National Taiwan University

Pei-Lan Wang

　　Employee at Fuxing Branch of Cathay United Bank
　　M.B.A., Waseda Business School, Waseda University
　　B.A., Economics, National Taiwan University

1.   Introduction

2.   Starbucks in America
2.1    The Origin of Starbucks
2.2    The Brand Name and the Logo
2.3    Starbucks in US
2.4    Starbucks in Canada
2.5    Starbucks in Brazil
2.6    The Social Media Marketing Strategy in the US

3.   Starbucks in Europe
3.1    Overview
3.2    Starbucks in the U.K.
3.3    Starbucks in Germany
3.4    Starbucks in France
3.5    The Localization Strategy and the Franchising Strategy in Europe

4.   Starbucks in Asia
4.1    Overview
4.2    Starbucks in China
4.3    Starbucks in Japan
4.4    The 12 Starbucks Japan Concept Stores
4.5    The Concept Store Strategy in Japan

5. Leadership Style at Starbucks

6.   The Ways to Coexist with Starbucks
6.1    A Case of EXCELSIOR CAFFÉ in Japan
6.2    Seven Key Points to Coexist with Starbucks

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STARBUCKS：The Brand, the History, and the Global Vision 电子书 下载 mobi epub pdf txt 2025

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