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星巴克如何促进商业创新(The Frappuccino effect)
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星巴克如何促进商业创新
在一个原本没有咖啡店的美国街区开一家新的星巴克，会在接下来的七年里每年催生1.1到3.5家新公司。
双语精读
The Frappuccino effect
星冰乐效应
How Starbucks branches caffeinate local economies.
星巴克分店如何为当地经济注入活力。
Starbucks offers endless opportunities for innovation. Parts of social media delight in hacking the chain's menu to create highly instagrammable drinks.
星巴克提供了无尽的创新机会。社交媒体上的一些人喜欢破解星巴克的菜单，创造出非常适合发在Instagram上的饮品。
Fancy a "cake batter Frappuccino"? Simply order a "vanilla bean creme Frappuccino", add a pump of hazelnut syrup and ask the barista to put a cake pop in the blender.
想来一杯“蛋糕糊星冰乐”吗？只需点一杯“香草豆奶油星冰乐”，加入一泵榛子糖浆，然后让咖啡师把一根棒棒糖蛋糕放入搅拌机中。
A new working paper suggests the purveyor of coffee-based milkshakes offers other innovation, too. Choi Jinkyong, Jorge Guzman and Mario Small, all of Columbia University, find that a new Starbucks in an American neighbourhood without a coffee shop leads to the creation of between 1.1 and 3.5 new companies a year over the next seven years.
一份新的工作论文表明，这家咖啡奶昔供应商也会带来其他创新。哥伦比亚大学的崔进勇（音译）、豪尔赫·古兹曼和马里奥·斯莫尔发现，在一个原本没有咖啡店的美国街区开一家新的星巴克，会在接下来的七年里每年催生1.1到3.5家新公司。
That, the authors argue, owes to the cafe's role as a "third place"-somewhere people can gather without a purpose. Branches "help entrepreneurs form and mobilise networks", they write.
作者们认为，这是因为星巴克咖啡馆是“第三空间”——人们可以无目的地聚集在这里。他们写道，星巴克分店“帮助创业者组建和调动人脉”。
Perhaps Starbucks spots neighbourhoods where the flat-white-sipping entrepreneurs of tomorrow will settle and boost business-creation numbers. To control for this, the authors lean on two sources of randomness: nimbyism and Earvin "Magic" Johnson, a basketball player.
也许星巴克能发现，那些喝着澳白咖啡的明日创业者会在哪个街区安定下来并提高该街区新增企业的数量。为了控制这一变量，论文作者们依赖两个随机因素来源：邻避效应和篮球运动员“魔术师”埃尔文·约翰逊。
They compare places that gained a Starbucks with those where the chain had hoped to expand only to be foiled by planning objections, ensuring it was not the chain's foresight which explained the later business growth.
作者们将新增了星巴克门店的地方与星巴克曾希望新增门店但因规划方面的反对而受阻的地方进行了比较，以确保后来的企业增长不是因为星巴克的远见。
They also look at places that gained a branch following a partnership with Mr Johnson which aimed to push the chain into poor neighbourhoods, and were thus not its usual sort of site.
他们还关注了那些星巴克与约翰逊合作后而新增分店的地方，该合作旨在将星巴克推广到较贫困街区，因此这些地方并不是星巴克通常会选择的地点。
Although the paper is not yet peer-reviewed, it has historical plausibility. London's coffee houses were the site of 18th-century innovation. They were known as "penny universities": for the price of a cup one could gain access to the era's finest minds.
虽然这篇工作论文尚未经过同行评审，但它具有历史合理性。伦敦的咖啡馆是18世纪进行创新的场所。这些咖啡馆被称为“一便士大学”：只需一杯咖啡的钱，人们就能接触到那个时代最优秀的思想。
Lloyd's of London, an insurance market, is the descendant of Lloyd's coffee house; London's stock exchange has a similar pedigree.
保险交易所劳合社就是劳合咖啡馆的后裔，伦敦证券交易所也有类似的血统。
The results also provide a puzzle. Starbucks drew from Europe's cafes. Yet the presence of third spaces across the continent has not been enough to overcome its innovation struggles.
这些结果也带来了一个谜题。星巴克借鉴的是欧洲咖啡馆模式。然而，遍布整个欧洲大陆的第三空间并不足以克服其创新困境。
Maybe there is something about the chain itself. Italians should trade their espresso for a "cotton candy Frappuccino" just in case.
也许原因在于星巴克本身。以防万一，意大利人应该把他们的浓缩咖啡换成“棉花糖星冰乐”。
词汇预习
site [高考]
美[saɪt] | 英[saɪt]
n. 地点；位置；现场 vt. 使 ... 位于
creation [高考]
美[kriˈeɪʃn] | 英[kriˈeɪʃn]
n. 创造；创作
peer [高考]
美[pɪr] | 英[pɪə(r)]
n. 同辈；同等的人；贵族 vi. 凝视；窥视
presence [高考]
美[ˈprezns] | 英[ˈprezns]
n. 出席；存在；到场；【生】存在度
innovation [高考]
美[ˌɪnəˈveɪʃn] | 英[ˌɪnəˈveɪʃn]
n. 创新；革新
lean [高考]
美[liːn] | 英[liːn]
v. （身体）倾斜；倾向于做；依靠；倚靠，靠在 adj. 瘦且健康的；（肉）瘦的，脂肪少的；不景气的，贫乏的；精简的，效率高的；（混合汽化燃料）空气所占比例高的，稀化的 n. 倾斜，歪曲；瘦肉 【名】（Lean）（丹）利恩（人名）
descendant [高考]
美[dɪˈsendənt] | 英[dɪˈsendənt]
n. 后裔；子孙；后代
partnership [高考]
美[ˈpɑrtnərʃɪp] | 英[ˈpɑ:tnəʃɪp]
n. 合伙人身份；合股；合伙经营
boost [高考]
美[buːst] | 英[buːst]
v. 提高；增加；鼓励；举起；为...做宣传 n. 增加；推进；鼓励
growth [高考]
美[ɡroʊθ] | 英[ɡrəʊθ]
n. 【U】增长；生长；发展；种植 n. 【C】生长物；【医】瘤;赘生物
gather [高考]
美[ˈɡæðər] | 英[ˈɡæðə(r)]
v. 聚集；集合；收集；推测 n. 聚集；褶子
media [高考]
美[ˈmiːdiə] | 英[ˈmiːdiə]
n. 传播媒介；(medium的复数)媒体；新闻媒介
p.m. [高考]
美[ˈpiˈɛm] | 英[ˌpi: ˈem]
abbr. 下午（post meridiem）
settle [高考]
美[ˈsetl] | 英[ˈsetl]
v. 解决；定居；安顿；平静；结算 n. 背长椅，座位；定居，安顿
thus [高考]
美[ðʌs] | 英[ðʌs]
adv. 这样；如此；因此；从而
pump [高考]
美[pʌmp] | 英[pʌmp]
n. 泵；抽水机；打气筒；抽水；打气 v. 打气；唧筒般运动；灌输；抽取；增加；[口]盘问
delight [高考]
美[dɪˈlaɪt] | 英[dɪˈlaɪt]
n. 高兴；快乐 v. (使)高兴；(使)欣喜
access [高考]
美[ˈækses] | 英[ˈækses]
n.入口，通道；获得的机会，使用权；（对计算机存储器的）访问，存取；（情感）爆发，发作；探视权 v. 接近，进入；获取，访问（计算机信息） adj.[美]（电视节目或时间等）对外公开的
expand [高考]
美[ɪkˈspænd] | 英[ɪkˈspænd]
v. 使 ... 膨胀；详述；扩张；增加；张开
insurance [高考]
美[ɪnˈʃʊrəns] | 英[ɪnˈʃʊərəns]
n. 保险；保险费；安全保障
endless [高考]
美[ˈendləs] | 英[ˈendləs]
adj. 无止境的；没完没了的
continent [高考]
美[ˈkɑːntɪnənt] | 英[ˈkɒntɪnənt]
n. 大陆；洲；(the Continent)欧洲大陆
in case [高考]
美[ɪn keɪs] | 英[ɪn keɪs]
conj. 万一，以防；如果
access to [高考]
美[ˈæksɛs tu] | 英[ˈækses tu:]
接近，有权使用；进入，通向…的路口
delight in [高考]
美[dɪˈlaɪt ɪn] | 英[diˈlait in]
因 ... 高兴； 以 ... 为乐
neighbourhood [高考]
美[ˈneɪbərhʊd] | 英[ˈneɪbəhʊd]
n. 邻近；邻里关系
era [高考]
美[ˈɪrə] | 英[ˈɪərə]
n. 纪元；时代；年代
syrup [高考]
美[ˈsɪrəp] | 英[ˈsɪrəp]
n. 糖浆；甜而黏稠的汁液
where [高考]
美[wer] | 英[weə(r)]
adv. 在哪里；在那个地方 conj. 在 ... 地方
look at [四级]
美[lʊk æt] | 英[lʊk æt]
（仔细地）看；着眼，考虑
planning [四级]
美[ˈplænɪŋ] | 英[ˈplænɪŋ]
n. 规划；计划；设计 v. plan的现在分词
economies [专四]
美[ɪ'kɒnəmɪz] | 英[iˈkɔnəmiz]
节约；经济（名词economy的复数形式）
batter [专四]
美[ˈbætər] | 英[ˈbætə(r)]
v. 猛击；打坏；往后递倾 n. 打击手；面糊；斜外墙
foresight [专八]
美[ˈfɔːrsaɪt] | 英[ˈfɔːsaɪt]
n. 远见；深谋远虑
pedigree [专八]
美[ˈpedɪɡriː] | 英[ˈpedɪɡriː]
n. 家谱；系谱；血统；(动物的)种 adj. 纯种的
mobilise [考研]
美['moʊbɪlɑɪz] | 英['məʊbɪlɑɪz]
v. 动员；赋予可动性
gain access to [考研]
美[ɡeɪn 'ækses tu] | 英[ɡeɪn 'ækses tu]
有(机会、手段、权力)得到； 接近； 进入
following [考研]
美[ˈfɑːloʊɪŋ] | 英[ˈfɒləʊɪŋ]
adj. 接着的；下列的 prep. 在 ... 以后 n. 追随者；下列各项
重点讲解
The Frappuccino effect
星冰乐效应
caffeinate v. 添加咖啡因
【例】I need to caffeinate myself before the meeting to stay alert.
我需要在开会前摄入点咖啡因，以保持头脑清醒。
【拓展】caffeine n. 咖啡因
decaffeinated (decaf) adj. 去咖啡因的；低因的
How Starbucks branches caffeinate local economies.
星巴克分店如何为当地经济注入活力。
caffeinate v. 添加咖啡因
【例】I need to caffeinate myself before the meeting to stay alert.
我需要在开会前摄入点咖啡因，以保持头脑清醒。
【拓展】caffeine n. 咖啡因
decaffeinated (decaf) adj. 去咖啡因的；低因的
Starbucks offers endless opportunities for innovation. Parts of social media delight in hacking the chain’s menu to create highly instagrammable drinks.
星巴克提供了无尽的创新机会。社交媒体上的一些人喜欢破解星巴克的菜单，创造出非常适合发在Instagram上的饮品。
caffeinate v. 添加咖啡因
【例】I need to caffeinate myself before the meeting to stay alert.
我需要在开会前摄入点咖啡因，以保持头脑清醒。
【拓展】caffeine n. 咖啡因
decaffeinated (decaf) adj. 去咖啡因的；低因的
Fancy a “cake batter Frappuccino”? Simply order a “vanilla bean creme Frappuccino”, add a pump of hazelnut syrup and ask the barista to put a cake pop in the blender.
想来一杯“蛋糕糊星冰乐”吗？只需点一杯“香草豆奶油星冰乐”，加入一泵榛子糖浆，然后让咖啡师把一根棒棒糖蛋糕放入搅拌机中。
caffeinate v. 添加咖啡因
【例】I need to caffeinate myself before the meeting to stay alert.
我需要在开会前摄入点咖啡因，以保持头脑清醒。
【拓展】caffeine n. 咖啡因
decaffeinated (decaf) adj. 去咖啡因的；低因的
A new working paper suggests the purveyor of coffee-based milkshakes offers other innovation, too. Choi Jinkyong, Jorge Guzman and Mario Small, all of Columbia University, find that a new Starbucks in an American neighbourhood without a coffee shop leads to the creation of between 1.1 and 3.5 new companies a year over the next seven years.
一份新的工作论文表明，这家咖啡奶昔供应商也会带来其他创新。哥伦比亚大学的崔进勇（音译）、豪尔赫·古兹曼和马里奥·斯莫尔发现，在一个原本没有咖啡店的美国街区开一家新的星巴克，会在接下来的七年里每年催生1.1到3.5家新公司。
purveyor n. 提供者；供应商【例】He was the purveyor of fine wines to the royal household.他是皇室的上好葡萄酒供应商。
【近义词】supplier n. 提供者
That, the authors argue, owes to the cafe’s role as a “third place”—somewhere people can gather without a purpose. Branches “help entrepreneurs form and mobilise networks”, they write.
作者们认为，这是因为星巴克咖啡馆是“第三空间”——人们可以无目的地聚集在这里。他们写道，星巴克分店“帮助创业者组建和调动人脉”。
mobilise v. 调动；调用
【例】They were able to mobilise resources quickly to aid the disaster-stricken area.
他们能迅速调动资源，为灾区提供援助。
【近义词】deploy v. 有效利用；调动
【拓展】mobile adj. 可移动的；可活动的
lean on 依靠；依赖
【例】He leans heavily on his family.
他在很大程度上依赖他的家庭。
【近义词】rely on/depend on 依靠；依赖
Perhaps Starbucks spots neighbourhoods where the flat-white-sipping entrepreneurs of tomorrow will settle and boost business-creation numbers. To control for this, the authors lean on two sources of randomness: nimbyism and Earvin “Magic” Johnson, a basketball player.
也许星巴克能发现，那些喝着澳白咖啡的明日创业者会在哪个街区安定下来并提高该街区新增企业的数量。为了控制这一变量，论文作者们依赖两个随机因素来源：邻避效应和篮球运动员“魔术师”埃尔文·约翰逊。
mobilise v. 调动；调用
【例】They were able to mobilise resources quickly to aid the disaster-stricken area.
他们能迅速调动资源，为灾区提供援助。
【近义词】deploy v. 有效利用；调动
【拓展】mobile adj. 可移动的；可活动的
lean on 依靠；依赖
【例】He leans heavily on his family.
他在很大程度上依赖他的家庭。
【近义词】rely on/depend on 依靠；依赖
They compare places that gained a Starbucks with those where the chain had hoped to expand only to be foiled by planning objections, ensuring it was not the chain’s foresight which explained the later business growth.
作者们将新增了星巴克门店的地方与星巴克曾希望新增门店但因规划方面的反对而受阻的地方进行了比较，以确保后来的企业增长不是因为星巴克的远见。
foil v. 挫败；阻止
【例】The police managed to foil the robbery attempt.
警察成功阻止了一起抢劫企图。
【近义词】prevent/frustrate v. 阻止；挫败
They also look at places that gained a branch following a partnership with Mr Johnson which aimed to push the chain into poor neighbourhoods, and were thus not its usual sort of site.
他们还关注了那些星巴克与约翰逊合作后而新增分店的地方，该合作旨在将星巴克推广到较贫困街区，因此这些地方并不是星巴克通常会选择的地点。
foil v. 挫败；阻止
【例】The police managed to foil the robbery attempt.
警察成功阻止了一起抢劫企图。
【近义词】prevent/frustrate v. 阻止；挫败
Although the paper is not yet peer-reviewed, it has historical plausibility. London’s coffee houses were the site of 18th-century innovation. They were known as “penny universities”: for the price of a cup one could gain access to the era’s finest minds.
虽然这篇工作论文尚未经过同行评审，但它具有历史合理性。伦敦的咖啡馆是18世纪进行创新的场所。这些咖啡馆被称为“一便士大学”：只需一杯咖啡的钱，人们就能接触到那个时代最优秀的思想。
plausibility n. 合理性；可信性
【例】The story lacks plausibility and seems too far-fetched to be true.
这个故事缺乏可信性，看起来太牵强，不像是真的。
【拓展】plausible adj. 有道理的；貌似可信的
【例】a plausible excuse 听起来合理的借口
descendant n. 后裔；后代
【例】a direct descendant 嫡系后裔
【拓展】descend v. 下降；下来
【反义词】ancestor/forebear n. 祖先
pedigree n. 动物的纯种血统；门第；世系
【例】She was proud of her long pedigree.
她为自己源远流长的家世而自豪。
a pedigree husky 纯种哈士奇犬
【近义词】heritage n. 血统；种族背景
Lloyd’s of London, an insurance market, is the descendant of Lloyd’s coffee house; London’s stock exchange has a similar pedigree.
保险交易所劳合社就是劳合咖啡馆的后裔，伦敦证券交易所也有类似的血统。
plausibility n. 合理性；可信性
【例】The story lacks plausibility and seems too far-fetched to be true.
这个故事缺乏可信性，看起来太牵强，不像是真的。
【拓展】plausible adj. 有道理的；貌似可信的
【例】a plausible excuse 听起来合理的借口
descendant n. 后裔；后代
【例】a direct descendant 嫡系后裔
【拓展】descend v. 下降；下来
【反义词】ancestor/forebear n. 祖先
pedigree n. 动物的纯种血统；门第；世系
【例】She was proud of her long pedigree.
她为自己源远流长的家世而自豪。
a pedigree husky 纯种哈士奇犬
【近义词】heritage n. 血统；种族背景
The results also provide a puzzle. Starbucks drew from Europe’s cafes. Yet the presence of third spaces across the continent has not been enough to overcome its innovation struggles.
这些结果也带来了一个谜题。星巴克借鉴的是欧洲咖啡馆模式。然而，遍布整个欧洲大陆的第三空间并不足以克服其创新困境。
draw from/on 借鉴；基于
【例】 The author draws from her own experiences to write her novels.
这位作家基于自己的亲身经历写小说。
【近义词】derive from 从......衍生而来
trade A for B 把A换成B
【例】He traded his baseball for a comic book.
他用自己的棒球换了一本漫画书。
【近义词】swap/exchange A for B 把A换成B
【拓展】trade off A against B 权衡A和B
Maybe there is something about the chain itself. Italians should trade their espresso for a “cotton candy Frappuccino” just in case.
也许原因在于星巴克本身。以防万一，意大利人应该把他们的浓缩咖啡换成“棉花糖星冰乐”。
draw from/on 借鉴；基于
【例】 The author draws from her own experiences to write her novels.
这位作家基于自己的亲身经历写小说。
【近义词】derive from 从......衍生而来
trade A for B 把A换成B
【例】He traded his baseball for a comic book.
他用自己的棒球换了一本漫画书。
【近义词】swap/exchange A for B 把A换成B
【拓展】trade off A against B 权衡A和B
课后练习
What impact does a new Starbucks have on an American neighborhood without a coffee shop?
A. It helps generate more coffee shops in the neighborhood.
B. It leads to higher publicity of the neighborhood on social media.
C. It results in the creation of new companies in the neighborhood.
D. It increases the profits of new businesses in the neighborhood.
According to the authors, what causes the increase in new companies when a Starbucks opens in a neighborhood?
A. The quality of Starbucks coffee that attracts future entrepreneurs.
B. The space in Starbucks where people can meet and communicate.
C. The strategic foresight of Starbucks in selecting neighborhoods.
D. The nimbyism effect that forces Starbucks to improve its planning.
What does the partnership between Starbucks and Mr. Johnson show?
A. Starbucks is good at discovering new markets.
B. Mr. Johnson transforms the image of Starbucks.
C. Starbucks’ effect on business creation is not influenced by sites.
D. Few new businesses are created when Starbucks opens in unusual sites.
What is the puzzle regarding the presence of third spaces in Europe?
A. European cafes bring cultural rather than business innovation.
B. European cafes are less prevalent in the continent than in America.
C. Europeans prefer traditional coffee over Starbucks' innovative drinks.
D. Europe cafes have not led to the same level of innovation as in America.
