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...
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