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1、国际商务国际商务 星巴克案例中行英文对照星巴克案例中行英文对照案例：国际化的星巴克Case 1: United Kingdom: 案例一：英国：Starbucks Coffee Company Ltd (UK) is a wholly-owned subsidiary of Starbucks Corporation of the US, which is the worlds largest retailer and roaster of specialist coffee.星巴克咖啡公司（英国）是星巴克公司在美国，这是世界上最大的零售商和专业咖啡烘焙的全资子公司。 It is the ma
2、rket leader of branded coffee shops in the UK.这是英国品牌咖啡店市场领导者。 (Caterersearch 2006) （Caterersearch 2006）In May 1998, Starbucks entered into the UK by the acquisition of sixty-five Seattle Coffee Company stores (Starbucks UK Home Page). 1998 年 5 月，星巴克进入英国由六五西雅图咖啡公司收购店（星巴克英国主页） 。 It acquired the Seattl
3、e Coffee Company in exchange for about 1.8 million shares of common Starbucks stock, or about 50.8 million (Holmes 1998).收购以换取约 1.8 亿股股票共同星巴克，西雅图咖啡公司或有关五千零八十零点零万英镑（霍姆斯 1998 年） 。 Starbucks re-branded the purchased Seattle Coffee stores in the year following their purchase.星巴克重新购买的品牌在今年西雅图咖啡以下的商店购买。 T
4、he Starbucks Coffee Company also let Seattle Coffee managers Scott and Ally Svenson continue to manage the original UK operations (BBC news 1998).星巴克咖啡公司也让西雅图的咖啡馆经理斯科特和盟友斯文森继续管理原来的英国业务（BBC 新闻 1998 年） 。Seattle Coffee Company was founded in 1995.西雅图咖啡公司成立于 1995 年。 It included the Seattles Best Coffee
5、and Torrefazione Italia Coffee brands (Coffeegeek 2003).它包括西雅图最佳咖啡，意大利咖啡品牌 Torrefazione（Coffeegeek 2003 年） 。 The company was managed by two Americans, Scott and Ally Svenson.该公司管理的两个美国人，斯科特和盟国斯文森。Seattle Coffee Company opened its first coffee bar in Covent Garden in 1996.西雅图咖啡公司于 1996 年考文特花园第一咖啡吧。 A
6、s of 1998 it had sixty-five retail stores selling Americanstyle coffee which has a similar coffee culture as Starbucks.截至 1998 年它已六五咖啡零售商店销售 Americanstyle其中有一个类似的星巴克咖啡文化。 (Bitic 2003) （Bitic 2003）The United Kingdom was the first European country which Starbucks entered.英国是第一个欧洲国家，星巴克进入。 The UK was t
7、o be a springboard from which to internationalize its business in Europe.英国将是一个国际化的跳板，从中其在欧洲的业务。 Acquisition was therefore an efficient and fast way for Starbucks to enter into a new foreign market.因此，一个有效的收购和快速的方式为星巴克进入一个新的国外市场。Entering the UK was a milestone for Starbucks international expansion.进
8、入英国是一个星巴克的国际扩张的一个里程碑。 The internationalization plan in Starbucks long-term strategy consisted of opening 500 retail stores in Europe by the end of 2003.在星巴克的长期战略计划包括国际化的开放欧洲在 2003 年年底 500 个零售商店。 “We are a way from taking the step from the UK to Europe,“ said Schultz, Chairman and Chief Executive Off
9、icer of Starbucks (Holmes 1998). “我们是采取步骤，从英国到欧洲的方式， ”舒尔茨说，主席兼行政总裁星巴克主任（霍姆斯 1998 年） 。 Whats more, Schultz said Europe was a “major strategic opportunity to achieve our goal of creating and building an enduring global brand“ (Holmes 1998).更何况，舒尔茨表示，欧洲是一个“重大的战略机遇期，实现我们的创造和建立一个持久的全球性品牌的目标” （霍姆斯 1998 年）
10、 。 The low competition intensity in earlier times drove Starbucks to expand in a strategically smart way, which was to create and build a sustainable brand.在早期时代的竞争强度低开星巴克在战略上扩大聪明的方式，即以创造和建立一个可持续发展的品牌。In the UK Starbucks has grown step by step until becoming recognized as one of the “Top 10 UK Best
11、Places to Work” in 2007 (Starbucks Homepage 2008).星巴克在英国已成长，直到成为为一体的“英国十大最佳工作场所”2007 年（星巴克网页2008）认可一步一步来。 In 1999, Starbucks formed an alliance with Sainsburys. 1999 年，星巴克形成了与 Sainsbury的联盟。 Starbucks also acquired London coffee shops from Madisons Coffee for 1.4 million in 2001.星巴克还收购了伦敦一百四点万英镑咖啡店从
12、2001 年的麦迪逊咖啡。 In 2002, Starbucks formed a partnership with Borders bookshops and bought 13 coffee bars from Coffee Republic for 2 million. 2002 年，星巴克形成了伙伴关系，边框书店买了 200 万英镑从咖啡共和国 13 咖啡酒吧。 By early 2005, Starbucks had 30 concessions in supermarkets (Caterersearch 2006).到 2005 年初，星巴克曾在超市（Caterersearch
13、2006 年）30 优惠。 In 2006, Starbucks UK was listed as one of “UK Top 50 Best Places to Work” (ranked 34th), awarded by the Great Places to Work Institute, in partnership with the Financial Times. 2006 年，星巴克英国是为一体的“英国前 50 名最佳工作场所”上市（排名第 34） ，荣获由伟大的地方工作研究所与金融时报合作伙伴关系。Howard Behar, President of Starbucks C
14、offee International said “We do not believe we are an American company, but an international brand. We hope to benefit from the pub culture in the UK to make Starbucks a natural meeting place for people” (BBC News 1998). The above remark intends to reduce the importance of cultural distance between
15、Starbucks coffee concept and United Kingdoms coffee concept. Between the two countries, there was a huge gap. British people had a different way of thinking than Americans. In the United Kingdom, there was also certain opposition to American products and concepts. Starbucks sought to reduce that dis
16、tance by acquiring an existing British coffee chain, Seattle Coffee stores. In addition, Starbucks waited a year to re-brand the acquired Seattle Coffee stores with the Starbucks brand. In this way, Starbucks first made the British familiar with the Starbucks Coffee concept prior to rebranding.霍华德比哈尔，星巴克咖啡国际公司总裁说：“我们不相信我们是一家美国公司，而是一个国际品牌。得益于我们希望在英国的酒吧文化，使人们自然星巴克的聚会场所” （1998 年英国广播公司新闻） 。上述表示打算减少对文化之间的距离星巴克咖啡的概念和英国的咖啡概念的重要性。两国之间，有巨大的差距。英国人有一种比美国人不同的思维方式。在英国，也有一些反对美国的产品和概念。星巴克力图减少通过收
