Starbucks Corp. SBUX under CEO Howard D. Schultz
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THE HEXAGRAM
HEXAGRAM 56 – Lu – The Wanderer
Above LI THE CLINGING, FIRE
Below KEN KEEPING STILL, MOUNTAIN
The mountain, Ken, stands still; above it fire, Li, flames up and does not tarry. Therefore the two trigrams do not stay together. Strange lands and separation are the wanderer’s lot.
THE JUDGMENT
THE WANDERER.
Success through smallness.
Perseverance brings good fortune
To the wanderer.
When a man is a wanderer and stranger, he should not be gruff nor overbearing. He has no large circle of acquaintances therefore he should not give himself airs. He must be cautious and reserved; in this way he protects himself from evil. If he is obliging toward others, he wins success.
A wanderer has no fixed abode; his home is the road. Therefore he must take care to remain upright and steadfast, so that he sojourns only in the proper places, associating only with good people. Then he has good fortune and can go his way unmolested.
THE IMAGE
Fire on the mountain: The image of THE WANDERER.
Thus the superior man
Is clear-minded and cautious
In imposing penalties,
And protracts no lawsuits.
When grass on a mountain takes fire, there is bright light. However, the fire does not linger in one place, but travels on to new fuel. It is a phenomenon of short duration. This is what penalties and lawsuits should be like. They should be a quickly passing matter, and must not be dragged out indefinitely. Prisons ought to be places where people are lodged only temporarily, as guests are. They must not become dwelling places.
THE NUCLEAR HEXAGRAM
HEXAGRAM 28 – Ta Kuo – Preponderance of the Great
Above TUI THE JOUYOUS, LAKE
Below SUN THE GENTLE, WIND, WOOD
This hexagram consists of four strong lines inside and two weak lines outside. When the strong are outside and the weak inside, all is well and there is nothing out of balance, nothing extraordinary in the situation. Here, however, the opposite is the case. The hexagram represents a beam that is thick and heavy in the middle but too weak at the ends. This is a condition that cannot last; it must be changed, must pass, or misfortune will result.
THE JUDGMENT
PREPONDERANCE OF THE GREAT.
The ridgepole sags to the breaking point.
It furthers one to have somewhere to go.
Success.
The weight of the great is excessive. The load is too heavy for the strength of the supports. The ridgepole, on which the whole roof rests, sags to the breaking point, because its supporting ends are too weak for the load they bear. It is an exceptional time and situation; therefore extraordinary measures are demanded. It is necessary to find a way of transition as quickly as possible, and to take action. This promises success. For although the strong element is in excess, it is in the middle, that is, at the center of gravity, so that a revolution is not to be feared. Nothing is to be achieved by forcible measures.
The problem must be solved by gentle penetration to the meaning of the situation (as is suggested by the attribute of the inner trigram, Sun); then the change-over to other conditions will be successful. It demands real superiority; therefore the time when the great preponderates is a momentous time.
THE IMAGE
The lake rises above the trees: The image Of PREPONDERANCE OF THE GREAT.
Thus the superior man, when he stands alone,
Is unconcerned,
And if he has to renounce the world,
He is undaunted.
Extraordinary times when the great preponderates are like flood times when the lake rises over the treetops. But such conditions are temporary. The two trigrams indicate the attitude proper to such exceptional times: the symbol of the trigram Sun is the tree, which stands firm even though it stands alone, and the attribute of Tui is joyousness, which remains undaunted even if it must renounce the world.
Starbucks Corp.
2401 Utah Avenue South
Seattle, WA 98134
United States – Map
Phone: 206-447-1575
Fax: 206-682-7570
Website: http://www.starbucks.com
Details
Index Membership: Nasdaq 100
Sector: Services
Industry: Specialty Eateries
Full Time Employees: 137,000
Mr. Howard D. Schultz , 55, Founder, Chairman, Chief Exec. Officer and Pres
Business Summary
Starbucks Corporation purchases and roasts whole bean coffees. It operates approximately 16,858 stores, including 8,833 company-operated stores and 8,025 licensed stores. The company offers approximately 30 blends and single-origin premium arabica coffees. It also provides handcrafted beverages, such as fresh-brewed coffee, hot and iced espresso beverages, coffee and non-coffee blended beverages, Vivanno smoothies, and Tazo teas; and merchandise products, including home espresso machines, coffee brewers and grinders, coffee mugs and accessories, packaged goods, music, books, and gift items. In addition, it offers fresh food items, which comprise baked pastries, sandwiches, salads, oatmeal, yogurt parfaits, and fruit cups. Further, it also provides VIA ready brew coffee, bottled frappuccino beverages, discoveries chilled cup coffee, doubleshot espresso drinks, iced coffee, whole bean coffee, and ice creams. The companys brand portfolio includes Tazo tea, Ethos water, Seattles Best Coffee, and Torrefazione Italia Coffee. Starbucks Corporation sells its products in approximately 50 countries worldwide. Starbucks Corporation was founded in 1971 and is based in Seattle, Washington.
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