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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. How many more stores does Howard open in Chicago to prove that it can catch on in that market?
(a) Four.
(b) Three.
(c) Six.
(d) Five.

2. How does the acquisition of another company affect the employees at Starbucks?
(a) There is a decrease in employee loyalty.
(b) There is an increase in employee loyalty.
(c) There is an increase in employee mistakes.
(d) There is a decrease in employee mistakes.

3. Which espresso machine manufacturer does Howard seek as an investor for his new business?
(a) Athena.
(b) Faema.
(c) DeLonghi.
(d) Bialetti.

4. What year is it when Howard begins to look for people with skills different than his own?
(a) 1991.
(b) 1989.
(c) 1990.
(d) 1988.

5. Why does Howard insists that Starbucks remain company-owned and not franchised?
(a) To maximize profits.
(b) To avoid partnerships.
(c) To control quality.
(d) To simplify advertising.

Short Answer Questions

1. As Howard, Orin, and Howard Behar are running the company, how does Howard feel about franchising?

2. What position does Howard hire Lawrence Maltz for?

3. Hired in 1991 to take Starbucks public, which firm does Dan Levitan work with?

4. When was the first Starbucks store opened in Chicago?

5. At Starbucks, what kind of product does Howard strive to deliver?

(see the answer key)

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