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This quiz consists of 5 multiple choice and 5 short answer questions through Part 3, Wall Street Measures a Company's Price, Not Its Value and As Long As You're Reinventing, How About Reinventing Yourself?.

Multiple Choice Questions

1. What position does Howard hire Lawrence Maltz for?
(a) Vice President in charge of only operations and finance.
(b) Vice President in charge of operations, finance, and human resources.
(c) President of only human resources.
(d) President of operations, finance, and human resources.

2. What other coffee company does Jerry Baldwin purchase?
(a) Peet's Coffee and Tea.
(b) Peet's Coffee, Tea, and Spices.
(c) Peet's Coffee and Spices.
(d) Peet's Coffee.

3. What does Howard observe about the espresso bars he visits in Italy?
(a) They are places with limited seating.
(b) They close early on most nights.
(c) They are a comfortable gathering place.
(d) They cater to the upper class only.

4. How much money does Howard need to raise in order to purchase Starbucks?
(a) Four million dollars.
(b) Two million dollars.
(c) Three million dollars.
(d) Five million dollars.

5. What does Dave Olsen contribute to Howard's vision for Il Giornale?
(a) Financing.
(b) Operations.
(c) Marketing.
(d) Advertising.

Short Answer Questions

1. What are the preconceived notions that Howard encounters from other Starbucks employees?

2. According to Howard Behar, what can cause a company to lose sales?

3. How does Howard consider the task of meeting the expectations of Wall Street after the company goes public?

4. When does the first Il Giornale store open?

5. What does Howard believe a business should have at its core?

(see the answer key)

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