Starbucks' Strategy

Key elements of success in Starbucks' organizational culture

Today Starbucks Corporation has become a leading retailer, coffee brand and roaster all over the world. It has more than 12,000 licensed and company-operated locations in Europe, North America, Middle East, Latin America as well as Asia Pacific. The products that are offered by Starbucks along with their coffee are today being sold in many airports, hotels, grocery stores, universities and many other famous retailers with the help of different licensing arrangements (Starbucks, 2012a).

The internationally licensed retail stores of Starbucks are being run with the help of the joint ventures and licensing arrangements that have been made mainly with the established restaurant operators or retailers (Starbucks, 2012a).

Ethical conduct, social responsibility and good governance are given a lot of importance at Starbucks and these factors have played a very important role in helping the brand to not only create...
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