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Just Add Water

机译：就加水

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No one can accuse Howard Schultz of inaction since he returned as chief executive of Starbucks, the firm he built into a multinational only to watch it stumble under his successor. Barely a month has gone by over the past year without the firm announcing some new initiative or other. The latest came on February 17th in New York, when Mr Schultz unveiled Via, an instant coffee which, he claims, tastes just as good as Java brewed in the shop by one of the firm's baristas.rnMr Schultz hopes to win a share of the $17 billion or so the world spends on instant coffee-a product which, he sniffs, has not improved in decades. Starbucks itself has spent 20 years pursuing the holy grail of an instant coffee that tastes as good as the fresh stuff. Don Valencia, the firm's first head of research and development, who created the blended and frozen frappuc-cino drinks that earn Starbucks $2 billion a year, could never find a way to scale up an instant formula he had developed at home. When Mr Schultz returned as chief executive, he noticed that there had been some technological advances, allowing finer grinding, for example. So he asked the r&d team to repeat the recently deceased Valencia's experiments, and found that "we had broken the code". The name Via is a hat-tip to Valencia-though during development it was known as Jaws (just add water, stir).
机译：自从霍华德·舒尔茨（Howard Schultz）返回星巴克（Starbucks）首席执行官以来，没人能指责他没有行动。在过去的一年中，几乎没有一个月过去了，而公司没有宣布任何新的举措或其他举措。最新消息是2月17日在纽约发布的，当时舒尔茨先生推出了速溶咖啡Via，他声称这种口味的咖啡和公司一位咖啡师在店里酿造的Java一样好。他嗅探到，全世界在速溶咖啡上的花费约为170亿美元，这种产品几十年来没有改善。星巴克本身已经花费了20年的时间来追求速溶咖啡的圣杯，这种咖啡的口味和新鲜的咖啡一样好。公司第一任研发部负责人唐·瓦伦西亚（Don Valencia）创造了混合和冷冻的frappuc-cino饮料，每年可为星巴克带来20亿美元的收入，他永远找不到找到扩大自己在家里开发的速溶配方奶粉的方法。当舒尔茨先生再次出任首席执行官时，他注意到技术上有了一些进步，例如可以进行更精细的研磨。因此，他要求研发团队重复最近去世的瓦伦西亚的实验，并发现“我们已经破解了密码”。 Via的名称是Valencia的帽子提示，尽管在开发过程中它被称为Jaws（只需加水搅拌即可）。

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    《The economist》 |2009年第8619期|67-68|共2页
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