Cross-Cultural Issue
CROSS Cultural Perspective GLOBALIZATION.
Globalization and Starbucks
Few aspects of individual's lives are more personal than that of the coffee they consume. The Starbucks Corporation has been forced to adjust its offerings and approach to marketing to address the needs and expectations of consumers abroad. There have also been ethical considerations about encroaching upon local businesses, as the Starbucks empire gains worldwide traction. Starbucks has tried to answer these concerns by giving back to the communities in which it has established itself.
Starbucks globalization can best be described as a kind of 'middle path:' Starbucks has attempted to stay true to the basic philosophy of the company without offending local sensibilities. According to its current CEO: "On a country-by-country basis, the largest hurdle we had to overcome was thinking we had to be different. There are regional differences in every market, but the main reason we are successful in the U.S. is the same as why we are successful internationally" (Yunker 2006). However, although Starbucks may believe that its basic ethos remains unchanged, it has had to adapt some of its products and store design to local markets.
Starbucks itself is a kind of a paradox of globalization: although it is an American company, its direction was shaped by the desire of its founders to recreate a Milan coffee shop in the United States. "The reason why we have all those crazy sounding that come in tall, grande, and venti is because one person took the ideas from Italian cafes and implemented them in America" (Hauser 2006). In America, there is still some resistance and push-back to this idea of coffees having 'fancy' sounding names. Yet in most areas of the world, Starbucks seems quintessentially American. Before venturing into Japan, it was said that Japanese consumers would not violate unspoken cultural taboos about carrying paper take-out coffee cups in the streets (Starbucks Coffee Japan, n.d.). Starbucks ignored this advice, and Japanese customers were quickly seen sporting the cups as fashion statements, an artifact of American culture similar to...
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