評論
打印
You are operating in so many different markets
你們的生意涉及很多不同文化氛圍的銷售市場，
in terms of cultural differences like think of France or China or Jordan or many other countries around the world.
比如法國、中國、約旦 和世界許多其他國家。
How do you deal with these cultural differences?
你們怎樣處理這些文化差異呢？
Do you do a lot of marketing research before?
會在開店之前做很多市場調(diào)查嗎？
Do you team up with a lot of local people?
會在當?shù)卣衅附M織經(jīng)營管理團隊嗎？
What is your strategy?
你們的戰(zhàn)略是怎樣的呢？
I’ve never been a big believer in market research personally.
從個人的角度來講，我從來不相信市場調(diào)查
So we haven’t done a lot of that over the years.
所以這些年來，我們并沒有作很多這一類的市場調(diào)查。
The benefit that we have had in countries like Turkey and around the world is that we have fantastic local partners.
不論是在土耳其還是在世界其他地方，我們的優(yōu)勢在于，我們有很出色的當?shù)睾献骰锇椤?/p>
Who I guess I would say，I would loosely describe as we co-author the strategy with them and leave the execution to them.
我想我應(yīng)該說，我們是松散的合作關(guān)系，是我們合作一起制訂出了戰(zhàn)略計劃，并由他們來開展工作。
And, Turkey is operated by the Alshia Group, which is our partner throughout the Middle East.
土耳其的店 是由Alshia集團在經(jīng)營，它是我們在整個中東地區(qū)的合作伙伴。
We have a great team led by a fantastic woman Icek whom I think you know.
我想你們應(yīng)該認識伊塞克，這位女士是我們一位很出色的領(lǐng)導者。
And they have allowed us I think to bring the Starbucks experience into Turkey and slightly refine it for the local market.
我認為是他們允許我們把星巴克的經(jīng)驗帶入土耳其，并根據(jù)當?shù)氐奶厣宰魍晟疲怪m合當?shù)氐氖袌觥?
The interesting thing about what we’ve been able to do in almost every single country that we’ve entered.
幾乎我們?nèi)サ拿總€國 家都會有這樣有趣的事情。
The local customer wants and demands the authentic Starbucks experience.
人們想要正宗的星巴克的體驗。
And does not want it watered down for their local markets.
并不想讓星巴克去到他們的國家之后入鄉(xiāng)隨俗。
So the stores you see in Turkey are very similar to the ones we have here right here in Seattle.
因此，土耳其的星巴克咖啡店和我們現(xiàn)在在西雅圖看到的其實是差不多的。
That’s true actually and they are all over the town in Seattle.
確實是這樣的，而且星巴克咖啡遍布西雅圖。
Every other corner. You can’t ask “Where’s Starbucks?” because there’s another one.
每個角落都有。你無法問 “星巴克在哪兒？”因為有很多個星巴克。
That’s right. I’ve wanted to ask you, your company has been a high growth company for so many years now
是的。我想問您，這些年來您的公司一 直保持高速的發(fā)展，
and your going into different markets, differentiating your product mixture，
您也正在進入不同的市場，將產(chǎn)品進行差異化組合，
even going into music, and we’ll get to that shortly.
甚至涉及了音樂領(lǐng)域，我們一會兒會談一下這個。
How is it, does it, how does a company that is so successful so consistently how does it outdo itself?
一個如此成功如此持久的公司如何自我超越呢？
Is it kind of more difficult when you are so successful so consistently because expectations?
當預(yù)期的前景很成功的時候，自我超越是不是更難實現(xiàn)呢？
