华尔街的赚钱经 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 suburban¹ communities know his company: the specialty² coffee retailer⁴ 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 merging⁵ with the three Cs-coffee, commerce and community-surely ranks as one of the '90s greatest retail³ 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 borough⁶ 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 literally⁷ too poor to put food on the table. It was a memory that Schultz would carry with him into adulthood⁸.

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。

1 suburban   

adj.城郊的，在郊区的

参考例句：

• Suburban shopping centers were springing up all over America. 效区的商业中心在美国如雨后春笋般地兴起。
• There's a lot of good things about suburban living.郊区生活是有许多优点。

2 specialty   

n.(speciality)特性，特质；专业，专长

参考例句：

• Shell carvings are a specialty of the town.贝雕是该城的特产。
• His specialty is English literature.他的专业是英国文学。

3 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

4 retailer   

n.零售商(人)

参考例句：

• What are the retailer requirements?零售商会有哪些要求呢？
• The retailer has assembled a team in Shanghai to examine the question.这家零售商在上海组建了一支团队研究这个问题。

5 merging   

合并（分类）

参考例句：

• Many companies continued to grow by merging with or buying competing firms. 许多公司通过合并或收买竞争对手的公司而不断扩大。 来自英汉非文学 - 政府文件
• To sequence by repeated splitting and merging. 用反复分开和合并的方法进行的排序。

6 borough   

n.享有自治权的市镇；(英)自治市镇

参考例句：

• He was slated for borough president.他被提名做自治区主席。
• That's what happened to Harry Barritt of London's Bromley borough.住在伦敦的布罗姆利自治市的哈里.巴里特就经历了此事。

7 literally   

adv.照字面意义，逐字地；确实

参考例句：

• He translated the passage literally.他逐字逐句地翻译这段文字。
• Sometimes she would not sit down till she was literally faint.有时候，她不走到真正要昏厥了，决不肯坐下来。

8 adulthood   

n.成年，成人期

参考例句：

• Some infantile actions survive into adulthood.某些婴儿期的行为一直保持到成年期。
• Few people nowadays are able to maintain friendships into adulthood.如今很少有人能将友谊维持到成年。