Be Welcoming -offer everyone a sense of belonging Be –Genuine-to “connect, discover, and respond” Be Knowledgeable -love what they do and share it with others Be Considerate - take care of yourself, each other and the environment 。 Be Involved Just say yes ！ The attitude helps store partners build relationships with their customers. And the customer can pretty much get whatever he or she asks
They built their global success to their international partners. They wouldn’t be the universally respected brand they are today without their commitment to bringing their coffees to the world. Share values, strategic fit good leadership and a strong track record are among the most important qualities they’re looking for. We remain highly respectful of the cultures and traditions of the countries in which we do business. We recognize that our business is not an entitlement, and we must continue to earn the trust and respect of customers every day
Power/Distance (PD) – This refers to the degree of inequality that exists – and is accepted – among people with and without power. Individualism (IDV) – This refers to the strength of the ties people have to others within the community. Masculinity (MAS) – This refers to how much a society sticks with, and values, traditional male and female roles. Uncertainty/Avoidance Index (UAI) – This relates to the degree of anxiety society members feel when in uncertain or unknown situations. Long Term Orientation (LTO) – This refers to how much society values long-standing – as opposed to short term – traditions and values.
Corporate partner: President Starbucks Coffee Corp. 1998/01/01 First store opened in Tienmu, Taipei City COFFEE AMBASSADORS CUP& Coffee Workshop : cultivate coffee culture and find local coffee expertise. Innovative Product: moon cake, Green tea and Cream Frappuccino , Sesame Green Tea Latte,etc. Marketing Strategies: sharing resources with President Chain Store Corporation Charity Activities & Cultural activities
The third place Coffee Testing :30 minutes coffee time to share employees’ feeling with each other ;bring them happy and blessing working environment.
June 1, 2011 • 1982: Schultz enters as head of marketing • 1987: Jerry and Gordon sold Starbucks and Giornale acquired it making Howard Schultz the CEO and the name changed to Starbucks Corporation. • 1996: Starbucks and Dreyer's Grand Ice Cream, Inc. introduces Starbucks® Ice Cream and Ice Cream bars,making Starbucks the number one brand of coffee ice cream in the U.S. • Began selling bottled Frappuccino • 1998: Introduced a lighter and milder tasting line of coffee and Tiazzi, a mixture of tea, fruit juice, and ice. • Through Kraft Foods begins to extending the Starbucks brand into grocery stores
June 1, 2011 Aside from extraordinary coffee, Starbucks has made a business out of human connections, community involvement and the celebration of cultures. Diversity = Inclusion + Equity + Accessibility Built On Great Global Partnership Respect for local Cultures
June 1, 2011 C offee C onnection C onvenience C ulture C hinese food and beverage
National Culture to Global vision June 1, 2011 Globalization and growth does not dilute the company’s own culture, and the common goal of the company’s leadership is to act like a small company. Starbucks is dedicated to creating a work place that values and respect people from diverse backgrounds, and enables its employees to do their best work .
In 1990, Starbucks under the direction of the four key executives, Howard Schultz , Dave Olsen , Howard Behar , and Orin Smith drafted its first mission statement, and the number one was to “ provide a great work environment and treat each other with respect and dignity. ”
As the company grew, additional executives were added in marketing, human resources, finance, store supervision…
Leadership development is a core element of the business process at Starbucks, which ensure that the organizational culture of the company is maintained with every CEO successor.
Work for Starbucks it also mean be on the Diversity
Human Rights Campaign's (HRC) Corporate Equality Index rating – Starbucks Coffee Company earned a 100% rating for the 4th consecutive year
They support the National Council of La Raza, lideres (young leaders) program.
A number of awards :
Black Enterprise magazine has ranked Starbuck among the “ 40 Best Companies for Diversity ” in the country, “ 15 Best in Senior Management Diversity ” and “ 15 Best in Corporate Board Diversity. ”
Fortune magazine has ranked the company among the “100 Best Companies to Work For” list and in addition is included on a list of the best places to work for LGBT (lesbian, gay, bisexual, and transgender) equality.
« We remain highly respectful of the cultures and traditions of the countries in which we do business. We recognize that our business is not an entitlement, and we must continue to earn the trust and respect of customers every day »
1rst store in 2004 with JV Grupo Vips (Spain) Internal survey 2004: over 75% were French Big issue : initial lack of acceptance from France ’ s historic cafe culture France ’ s strategy : From core assortments to full assortments No recipe change, only the name of drink size
2006. Starbucks taps into Taiwan coffee culture with new RTD offer. Media: Asia's Media & Marketing Newspaper : 11-11.
Davis, R. 2008. The people vs Starbucks. New Internationalist (410): 21-23.
Han, G. & Zhang, A. 2009. Starbucks is forbidden in the Forbidden City: Blog, circuit of culture and informal public relations campaign in China. Public Relations Review , 35(4): 395-401.
Hoppe, M. H. 2004. Introduction: Greet Hofstede’s culture’s consequences: International differences in work-related values,An interview with Greet Hofstede, Academy of management Executive , 18(1), 73-79
Izberk-Bilgin, E. 2008. When Starbucks Meets Turkish Coffee: Cultural Imperialism and Islamism as 'Other' Discourses of Consumer Resistance. Advances in Consumer Research - North American Conference Proceedings , 35: 808-809.
Jennifer Weiner, T. P. I. Seattle-Based Starbucks Launches Arts, Culture Magazine.
Keaten, J. 2003. Starbucks to break into France‘s cafe culture with first Paris store. Marketing News , 37(22): 48-48.
Klein, D. S. 2010. Brewing up a turnaround: HOW HOWARD SCHULTZ REVAMPED STARBUCKS. Smart Business Tampa Bay , 4(8): 10-10.
Marahão, C. & de Pádua Carrieri, A. 2007. Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture. Corporate Reputation Review , 10(3): 213-215.
Schneider, S., & Barsoux, J, 1997, Cultural and organization Managing Across Cultures, London, Prentice-Hall
Pellet, L. 2010. Shaping Corporate Culture of the Future: Companies that Inspire and Understand How Cultural Fit is the Path to Profits, Passion, and Purpose. Journal of Corporate Recruiting Leadership , 5(6): 16-22.
Joseph Michelli , 2006.The Starbucks Experience: 5 Principles for Turning Ordinary , McGraw-Hill