Starbucks: global brand in emerging markets
Publication date: 4 December 2018
Abstract
Learning outcomes
Students after reading the case will learn about the issues and challenges of expansion in emerging markets. Global expansion versus multinational expansion. Stardardization versus localization. Socio-cultural aspects in international marketing. Leadership succession in multinational companies.
Case overview/synopsis
The case is about Starbucks’ journey of global expansion. It focuses on challenges in emerging markets. It also talks about the challenges to new CEO Kevin Johnson post stepping down of iconic leader Howard Schultz.
Complexity academic level
MBA Executive MBA Specialisation in Strategy, International Marketing.
Supplementary materials
Teaching Note are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 5: International Business.
Keywords
Acknowledgements
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Gupta, P., Nagpal, A. and Malik, D. (2018), "Starbucks: global brand in emerging markets", , Vol. 8 No. 4. https://doi.org/10.1108/EEMCS-03-2018-0044
Publisher
:Emerald Publishing Limited
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