Starbucks was founded in 1971 by three coffee aficionados. Thirty years later, it was the leading coffee roaster and retailer in the United States and had set its sights on overseas expansion. This mini case examines Starbucks’ entry mode strategy in two markets, Japan and the United Kingdom.
Entry Mode (E): Starbucks Goes Global
by: Robert E. Kennedy
Publication Date: May 18, 2009
Length: 4 pages
Product ID#: 1-428-806
Core Disciplines: International Business, Strategy & Management
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Description
Teaching Objectives
After reading and discussing the material, students should:
- Discuss the two strategies Starbucks used for overseas expansion.
- Compare and contrast Starbucks entry into Japan and Britain