6月3日，第三届SNAI-ASU企业家高层论坛在上海国家会计学院隆重举行，论坛的主旨是“服务中国:机遇与挑战”，来自企业界、学术界的超过一千人参加了本次论坛。星巴克咖啡公司董事长霍华德.舒尔茨发表演讲。

星巴克咖啡公司董事长霍华德.舒尔茨发表演讲

嘉宾介绍：

        霍华德·舒尔茨（Howard Schultz）先生于1982年加入星巴克咖啡公司担任运营和市场总监，当时公司只拥有四家分店，1987年8月，舒尔茨先生购买了星巴克咖啡公司。

　　2000年6月，已经担任了董事长的舒尔茨先生开始兼任公司首席全球战略官的职务，将他在品牌建设方面的专业眼光运用到星巴克的全球业务拓展和品牌国际化的开发上。舒尔茨先生一直被认为是公司品牌形象的建筑师和代言人，他不断地对公司的发展提出战略性意见，发展新的商业合作伙伴。

　　在舒尔茨先生的领导下，公司跨越了数座业务发展的里程碑。星巴克是北美第一个向其员工提供两项特殊福利的私人企业；从1987年开始，兼职员工也享有全部的健康福利；从1991年开始，符合条件的全职和兼职员工都能通过公司股期权的形式持有公司的股份，被称为“咖啡豆股票”。

　　1992年6月，星巴克成为第一个成功上市的特色咖啡公司。现在，星巴克已经发展为全球领先的咖啡零售和焙制品牌。除了在北美洲、欧洲、亚太地区和中东开设零售店外，星巴克也在其咖啡专营店和直销店出售咖啡和茶产品，此外，星巴克还通过与前NBA球星魔术师约翰逊的约翰逊发展公司合作，在不同种族背景的街区发展新的咖啡店。

　　舒尔茨先生获得了一系列的声望很高的奖项，他的成就以及他对社会和员工的承诺得到了充分的肯定。1996年，CARE组织将国际人道主义奖颁发给了的舒尔茨先生，以奖励他推动星巴克和CARE组织就帮助咖啡原产国居民的新型合作伙伴关系的建立。1998年8月，舒尔茨先生因其对提高人类生活质量而做出的杰出贡献而获得了Aish HaTorah耶路撒冷基金的奖项。2000年第一期的Restaurants and Institutions（餐馆与协会）杂志提名舒尔茨先生为年度最佳主管。2000年9月，哥伦比亚大学商学院为舒尔茨先生颁发了Botwinick奖以表彰其良好的商业道德。2002年1月，舒尔茨先生被提名为《商业周刊》年度最佳25名经理人之一。2004年4月，舒尔茨先生又被《时代》杂志列入全球百名最具影响力人物。

　　1997年春天，舒尔茨先生设立了星巴克基金用于引起社会对文盲现象的关注，并向扫除文盲的组织提供资金援助，而基金的最初来源是舒尔茨先生的畅销书《Starbucks咖啡王国的传奇》的稿费。自从基金建立以来，已经向北美的扫盲项目捐赠了数百万美元的经费。

　　舒尔茨先生是Maveron LLC风险投资集团的创始人之一，Maveron LLC的第一笔投资是目前全球最大的个人网上交易社区Ebay。2001年，作为一名狂热的体育爱好者，舒尔茨先生和一群个人投资者建立了西雅图篮球俱乐部集团。同年，集团购买了NBA的西雅图超音速队和WNBA的西雅图风暴队。2004年6月，舒尔茨当选为动画电影制作以及娱乐消费行业领先的梦工厂动画SKG公司的董事会成员。

Howard Schultz joined Starbucks Coffee Company as director of operations and marketing in 1982, when the Company had only four stores.? In August 1987, Schultz purchased Starbucks Coffee Company.

In June 2000, Schultz, who remains chairman of the board, assumed the role of chief global strategist so he could apply his brand-building expertise to Starbucks global expansion and international brand development.? Widely known as the architect of the company’s brand image, Schultz continues to provide strategic direction, serves as the vision and voice of the Starbucks brand and identifies new business alliances and development initiatives.

Under Schultz’s leadership, the company has achieved a number of milestones. Starbucks was one of the first privately held companies in North America to offer two unique benefits to its partners (employees): Beginning in 1987, part-time partners became eligible for full health benefits; and in 1991, eligible full- and part-time partners began to share ownership in the company in the form of stock options, called Bean Stock.

In June 1992, Starbucks was the first specialty coffee company to become a public company and is now the leading retailer, roaster and brand of specialty coffee in the world. In addition to its retail locations in North America, Europe, the Middle East and the Pacific Rim, Starbucks sells coffee and tea products through its specialty operations, licensed stores and through its Urban Coffee Opportunities stores; a joint venture partnership with Earvin “Magic” Johnson’s Johnson Development Corporation to develop Starbucks coffee locations in ethnically diverse neighborhoods.

Schultz has received a number of prestigious awards in recognition of his achievements and his commitment to community service and to partners. In 1996, Schultz was the recipient of the International Humanitarian Award from CARE for his vision and leadership in developing an innovative partnership between Starbucks and CARE to support people in coffee origin countries. In August 1998, Schultz was honored by the Jerusalem Fund of Aish HaTorah for individuals making significant contributions toward improving the lives of people around the world.? Schultz was named Executive of the Year in the July 1, 2000 issue of Restaurants and Institutions magazine. In September 2000, Schultz was honored by the Columbia University School of Business with the Botwinick Prize in Business Ethics. In January 2002, Schultz was named one of top 25 Managers of the Year by Business Week magazine. In April 2004, Schultz was recognized by Time magazine as one of the“Time 100,” a list of the most influential people in the world today.

In spring 1997, Schultz created The Starbucks Foundation to raise awareness for literacy causes and to give grants to organizations that promote literacy. The Foundation was initially funded by Schultz’s profits from his best-selling book, Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time. Since its creation, the Foundation has contributed millions of dollars to literacy programs throughout North America.?

Schultz is the co-founder of Maveron LLC, a venture capital group whose first investment was allocated to eBay, the world's largest personal online trading community.?? In 2001, Schultz, an avid sports fan, established The Basketball Club of Seattle, LLC, a group of private investors. That same year, the group purchased the Seattle SuperSonics NBA franchise and the WNBA Seattle Storm basketball team. In June 2004, Schultz was elected to the board of directors of DreamWorks Animation SKG, Inc., a leading producer of live-action motion pictures, animated feature films, and other entertainment and consumer products.