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Starbucks: Building a global brand.

Silva, Jessica Lorraine.

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Starbucks: Building a global brand.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Starbucks: Building a global brand./
Author:	Silva, Jessica Lorraine.
Description:	35 p.
Notes:	Source: Masters Abstracts International, Volume: 55-01.
Contained By:	Masters Abstracts International55-01(E).
Subject:	Communication. -
Online resource:	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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100 1 $a Silva, Jessica Lorraine. $3 3189106
245 1 0 $a Starbucks: Building a global brand.
300 $a 35 p.
500 $a Source: Masters Abstracts International, Volume: 55-01.
500 $a Advisers: Giovanni Caputo; John Caputo.
502 $a Thesis (M.A.)--Gonzaga University, 2015.
520 $a 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.
590 $a School code: 0736.
650 4 $a Communication. $3 524709
650 4 $a Marketing. $3 536353
650 4 $a Mass communication. $3 2144804
690 $a 0459
690 $a 0338
690 $a 0708
710 2 $a Gonzaga University. $b Communication and Leadership. $3 1673318
773 0 $t Masters Abstracts International $g 55-01(E).
790 $a 0736
791 $a M.A.
792 $a 2015
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1596962