Starbucks
September 30, 2006Starbucks, named after the first Mate in Moby Dick, began in the early 1970's in Seattle, Washington (Charles W. L. Hill, 2007). Three visionaries, Jerry Baldwin, Zev Siegl, and Gordon Bowker began selling coffee beans in Pike Place Market and eventually opened five stores and purchased a roasting facility. The three owners of Starbucks met another man, Howard Shultz, who eventually was hired by Starbucks to bring his marketing skills to their organization. While working for Starbucks, Howard Shultz went on a trip to Italy. While in Italy Shultz noticed how coffee and coffee bars were apart of daily Italian life. Shultz realized that the coffee culture Italians experienced could be brought back to the United States and marketed by Starbucks. Shultz brought his idea to the founding owners of Starbucks; however, he was met with resistance. Undaunted, in 1985 Shultz decided to proceed with his vision and opened his first coffee bar I1 Giornale. In 1987, the......
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