[국제경영] 스타벅스 국제경영(영문)

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2005.08.09 / 2019.12.24
26페이지 / doc (MS워드 2003이하)
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목차: Introduction 1
Background 2
The Starbucks way 3
Starbucks everywhere
Securing the Finest Raw Materials
The Starbucks Experience
Make Starbucks a Great Place to Work
Leveraging the Brand
Turning to International Expansion 6
Early Expansion in Japan
Further Expansion As a Goal
Establishing Starbucks as a Global Brand
Drawbacks of Globalization
Perils of Globalization 11
The Outrage of the Activist
What the Activists are saying
What the Multinational Corporations are saying
How can they compromise?
Case 1: Primrose Hill, UK 16
Background
Feedback from the community
Local to National
Countermove
Case 2: The Forbidden City, China 18
Background
Concerns and feedback
Countermove
Case 3: Rio de Janeiro, Brazil 21
Background
Concerns and feedback
Countermove
Conclusion 23

본문내용: Starbucks Corporations is a Seattle based coffee company, which buys roasts and sells coffee drinks. For last 30 years, The company had enjoyed phenomenal growth and become one of the great retailing stories of recent history. It is said that Starbucks has strongly influenced on the people’s life style that it is not hard to see people walking on the street with a packaged coffee drink and spending some time between the office hours with a cup of Starbucks’ coffee. The Starbucks brand is regarded as one of the best-known and most potent brand names in America and the company had firmly established itself as the dominant retailer, roaster, and brand of specialty coffee in North America.
Now, Starbucks is expanding internationally to Europe, Asia Pacific and Latin America. Its expanding plans have resulted to be successful in some cases but sometimes Starbucks faces unexpected barriers. Especially, under the name of Anti-Globalization, Starbucks has to deal with strong resistance, for it is referred as a symbol of American imperialization.

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