The Red Thread of Coffee

Piero Formica

Chapter 20 in Stories of Innovation for the Millennial Generation: The Lynceus Long View, 2013, pp 120-126 from Palgrave Macmillan

Abstract: Abstract In order of appearance, the characters of this story are: Kaldi: a young shepherd of Ethiopian origin. Avicenna: an Arab doctor of high repute. Prospero Alpino: a botanic doctor. Leonhard Rauwolf: a doctor of Augsburg. Procopio dei Coltelli: a Sicilian nobleman. Various: English and French cultural representatives and businessmen, workers and technicians of the Bologna engineering industry. Starbuck: First Officer of the ‘Pequod’, the whaling ship hunting Moby Dick. A trio: Jerry Baldwin, Professor of English; Zev Siegel, Professor of History; and Gordon Bowke, writer. Mr Howard Schultz: a manager and entrepreneur. What is unique about our characters? What do they have in common? Each is a rare member of its species, living in our story in a period of time different to their usual environment. History — the steamroller of time — has forced together, in our virtual world, natives and non-natives alike, innovatively combining their characteristics so as to create a vision that is always greater than the sum of its parts. Coffee is the name of the whole: its parts are coffee as a drink and coffee as a place of entertainment.

Keywords: Virtual World; Global Brand; Casual Occurrence; Millennial Generation; Outdoor Laboratory (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-34731-2_20

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DOI: 10.1057/9781137347312_20

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