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Starbucks - taking on the world: Can the coffee retailer join the all-time greats?

Starbucks - taking on the world: Can the coffee retailer join the all-time greats? For the brands that have managed to achieve worldwide fame and recognition, their prosperity has sewn them into popular culture and helped fashion them into icons of their time. Whether they are loved or hated, their influence remains undeniable. While recognition and riches on such a scale may be the dream of almost every budding entrepreneur, fame does not of course come without its costs. Giants like Microsoft, Coca‐Cola, Nike and McDonald’s continually face barrages of criticism – amplified by their global presence – where it appears no move can go unnoticed. But is it possible to achieve mega‐success yet remain as loved as a small company operating in a local market? And even more importantly, can growth be achieved whilst maintaining an ethically sound approach to business? http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Starbucks - taking on the world: Can the coffee retailer join the all-time greats?

Strategic Direction , Volume 20 (7): 3 – Jul 1, 2004
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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580540410540778
Publisher site
See Article on Publisher Site

Abstract

For the brands that have managed to achieve worldwide fame and recognition, their prosperity has sewn them into popular culture and helped fashion them into icons of their time. Whether they are loved or hated, their influence remains undeniable. While recognition and riches on such a scale may be the dream of almost every budding entrepreneur, fame does not of course come without its costs. Giants like Microsoft, Coca‐Cola, Nike and McDonald’s continually face barrages of criticism – amplified by their global presence – where it appears no move can go unnoticed. But is it possible to achieve mega‐success yet remain as loved as a small company operating in a local market? And even more importantly, can growth be achieved whilst maintaining an ethically sound approach to business?

Journal

Strategic Direction – Emerald Publishing

Published: Jul 1, 2004

Keywords: Starbucks; Global business; Coffee

References

  • Converting the masses: Starbucks in China
    Fowler, G.A.; Singer, J.; Fackler, M.
  • Coffee culture comes to the coffee‐growers
    Mulligan, M.; Authers, J.
  • Hot Starbucks to go
    Serwer, A.