Starbucks – taking on the world

Strategic Direction - 2004

Tóm tắt

For the brands that have managed to achieve worldwide fame and recognition, their prosperity has sewn them into popular culture and helped fashion them into icons of their time. Whether they are loved or hated, their influence remains undeniable. While recognition and riches on such a scale may be the dream of almost every budding entrepreneur, fame does not of course come without its costs. Giants like Microsoft, Coca‐Cola, Nike and McDonald’s continually face barrages of criticism – amplified by their global presence – where it appears no move can go unnoticed. But is it possible to achieve mega‐success yet remain as loved as a small company operating in a local market? And even more importantly, can growth be achieved whilst maintaining an ethically sound approach to business?

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Tài liệu tham khảo

Fowler, G.A., Singer, J. and Fackler, M. (2003), “Converting the masses: Starbucks in China”, Far Eastern Economic Review, Vol. 166 No. 28, 17 July, p. 34, ISSN 0014‐7591.

Mulligan, M. and Authers, J. (2003), “Coffee culture comes to the coffee‐growers”, Financial Times, 4 September, p. 14, ISSN 0307‐1766.

Serwer, A. (2004), “Hot Starbucks to go”, Fortune, Vol. 149 No. 1, 26 January, p. 58, ISSN 0738‐5587.

Business Ethics Magazine (www.business‐ethics.com).

CNN Money (http://money.cnn.com).

Puget Sound Business Journal (http://seattle.bizjournals.com/seattle/).

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Strategic Direction

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