Starbucks
No less than 25 years ago, Harold Schultz joined a small American chain of coffee shops in Seattle as the director of retail and operations (Starbucks). Since then, Schultz's vision has transformed Starbucks into a transnational giant on a scale similar to the international growth experienced by McDonalds. By the end of 2006 the firm had a total 12,400 stores across 37 different countries (Starbucks 2006). In this essay I will explore the academic literature on international business and apply it to the case of Starbucks. I will conclude with a summary of the motivating economic factors that led to the expansion of Starbucks into foreign markets.
The application of the academic literature to the Starbucks case does invariably lead to a degree of bias towards some theories over others for reasons that are specific to the Starbucks case. Hill (1997) emphasises three motivations for global expansion; greater returns from core competencies, location specific advantages and experience......
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Approximate Word Count: 279
Approximate Pages: 2 (250 words per double-spaced page)
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