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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

1. What term does Howard use to replace "employees" after the introduction of the employee stock option?

2. Where is there a potential disaster in the coffee business?

3. What position is Orin Smith hired for?

4. What holiday weekend was it when Howard meets Sheri, the woman who eventually becomes his wife?

5. What part of the original Starbucks logo does Howard keep for the new company?

Short Essay Questions

1. What are the responsibilities of the three main people who run Starbucks in 1990?

2. What happens to Howard's father that causes him to rethink his move to Seattle?

3. Why does Howard create a Mission Statement and a Mission Review Team for Starbucks?

4. Why does Howard travel back to Italy with Gordon and what is the result of their trip?

5. What does H2O refer to in the Starbucks company?

6. What founding principles does Howard intend to keep with all aspects of the company?

7. How successful is Il Giornale, and what leads Howard to purchase Starbucks?

8. What causes Howard to hire Orin Smith?

9. What atmosphere does Howard strive to create at Starbucks?

10. How do Jerry Baldwin and Gordon Bowker help Howard launch his new idea for cafes after he leaves Starbucks?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Analyze the task of merging Il Giornale and Starbucks when Howard returns to the company as its new CEO. Include how Howard attempts to improve employee loyalty and trust, the creative aspects of designing the new stores and logo, and how he deals with the issues associated with running a large company.

Essay Topic 2

Along the way to success, Howard makes some important contacts that help him achieve his goals. For each of the following, explain how and when Howard first meets them, that person's background, and the ways that they contribute to Howard's vision:

1) Dave Olsen

2) Scott Greenburg

3) Jeff Brotman

4) Don Valencia

Essay Topic 3

Customer requests and employee ideas are taken very seriously by Howard and Starbucks.

1) Choose three examples of how customer requests were developed into new ideas for products and describe how.

2) Explain the potential risks that a company is taking by ignoring customer requests, and how Howard learns the value in being receptive to them.

3) Choose three examples of employee ideas that were developed into ideas for products and describe how.

(see the answer keys)

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