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日本早稻田大學商學院大瀧令嗣教授與陳彥夫、王姵嵐合著的本書，很有系統針對星巴克咖啡的起源、歷史、策略和品牌經營的商業思維，做了非常深入的研究，這本品牌策略研究的專書，做為商戰策略的思考研究，是商學院的必讀著作。
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.
作者簡介
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
