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Starbucks: Building a global brand.

Silva, Jessica Lorraine.

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Starbucks: Building a global brand.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Starbucks: Building a global brand./
作者:	Silva, Jessica Lorraine.
面頁冊數:	35 p.
附註:	Source: Masters Abstracts International, Volume: 55-01.
Contained By:	Masters Abstracts International55-01(E).
標題:	Communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1596962
ISBN:	9781321991307

Starbucks: Building a global brand.
Silva, Jessica Lorraine.

Starbucks: Building a global brand. - 35 p.

Source: Masters Abstracts International, Volume: 55-01.

Thesis (M.A.)--Gonzaga University, 2015.

Global brand positioning is an integral part of international marketing and branding. It requires an effort to connect to local cultures and to focus strategies for diverse markets. To successfully position itself internationally, an organization must develop a brand and product that offers distinct value to the consumer in each unique marketplace. This thesis explores the global brand positioning of Starbucks, an organization with continued international growth and success. The study follows the philosophy of Martin Buber's I-Thou relationship and takes the position that communication is a dialogue. In the case of Starbucks, the organization's brand helps create the dialogue it has with consumers. This study is grounded in multiple theories, including cultural adaptation theory as it relates to acculturation, global consumer culture and the theory of cultural dimension. The study utilized a qualitative meta-analysis to determine concurrent themes in the existing research. Throughout the study, several trends emerged including Starbucks' development of a tailored third place and the glocalization of their stores and products. The analysis shows a need for further research on global marketing and branding strategies to better understand the benefits of incorporating culture.

ISBN: 9781321991307Subjects--Topical Terms:

524709
Communication.

Starbucks: Building a global brand.
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