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英語原文書

Onward: How Starbucks Fought for Its Life without Losing Its Soul

料號(EAN): 9781609613822
ISBN: 978-1-60961-382-2
作 者: Schultz, Howard
出 版 社: Rodale Press
出版日期: 2012/3/15
頁 數: 350
長 寬 高: 214x140x140mm
語 系: 英文
裝 訂: 平裝
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In this #1 New York Times bestseller, the CEO of Starbucks recounts the story and leadership lessons behind the global coffee company's comeback and continued success.
 
In 2008, Howard Schultz decided to return as the CEO of Starbucks to help restore its financial health and bring the company back to its core values. In Onward, he shares this remarkable story, revealing how, during one of the most tumultuous economic periods in American history, Starbucks again achieved profitability and sustainability without sacrificing humanity.
 
Offering you a snapshot of the recession that left no company unscathed, the book shows in riveting detail how one company struggled and recreated itself in the midst of it all. In addition, you'll get an inside look into Schultz's central leadership philosophy: It's not about winning, it's about the right way to win.
 
Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman. Ultimately, Schultz gives you a sense of hope that, no matter how tough times get, the future can be more successful than the past.


星巴克以明確的市場定位及積極的營銷策略迅速地成為全球第一的咖啡品牌,中間同樣必需面對企業再造的問題, 然而在 Howard Schultz 的帶領下它成功地佔穩市場,2008年,Howard Schultz 決定重返星巴克CEO 的位置,他幫助星巴克重整財務狀況,並把公司導回其真正的核心價值!
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