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Author Moffett, Michael H., author

Title Planet Starbucks. (B), caffeinating the world / prepared by Michael H. Moffett and Kannan Ramaswamy
Published [Glendale, AZ] : Thunderbird School of Global Management, [2003]
copyright 2003
Online access available from:
International Business Online    View Resource Record  


Description 1 online resource (15 pages)
Series International business online (text)
Thunderbird case series
Summary The case discusses the international expansion efforts of the global coffee retailer, Starbucks. Starbucks had proliferated in several regions of the world, many of which had historical ties to a coffee heritage such as Western Europe. It had also challenged traditionally tea drinking countries such as Japan and China. In implementing its globalization strategy, the company relies on a set of sound principles that call for astute partner selection, real estate management, and managing the brands. While the company had witnessed critical success in most of its major markets overseas, it appeared to be facing significant challenges in every region. The case with several questions related to the future of Starbucks in the global arena, whether it should alter its new store growth strategy, whether it should rethink its uniform pricing policy in emerging markets where affordability was of paramount importance, and where the next major thrust ought to be
Notes Title from resource description page (viewed July 24, 2014)
Thunderbird case number: A07-03-0013
This edition in English
Subject Starbucks Coffee Company -- Case studies.
Globalization -- Case studies.
Genre/Form Case studies.
Form Electronic book
Author Ramaswamy, Kannan, author
Thunderbird, The American Graduate School of International Management, publisher