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Title: Starbucks

Essay Details

Subject: Business
Author: Charles E
Date: June 29, 2016
Level: University
Grade: A
Length: 2 / 433
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

Each invested $1,350 and borrowed another $5,000 from a bank to open the Pikes Place store. Baldwin, Siegel, and Bowker chose the name Starbucks in honor of Starbuck, the coffee-loving first mate in Herman Melville's Moby Dick(so company legend has it), and because they thought the name evoked the romance of the high seas and the seafaring tradition of the early coffee traders...

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The new company's logo, designed by an artist friend, was a two-tailed mermaid encircled by the store's name. The inspiration for the Starbucks enterprise was a Dutch immigrant, Alfred Peet, who had begun importing fine arabica coffees into the United States during the 1950s. Peet viewed coffee as a fine winemaker views grapes, appraising it in terms of country of origin, estates, and harvests...

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