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Starbucks: global brand in emerging markets

Praveen Gupta (Department of Marketing, Lal Bahadur Shastri Institute of Management, Delhi, New Delhi, India)
Ankita Nagpal (Department of Marketing and Operations, Lal Bahadur Shastri Institute of Management, Delhi, India and Deloitte, Gurgaon, India)
Diksha Malik (Department of Marketing and Operations, Lal Bahadur Shastri Institute of Management, Delhi, India and Asian Paints Limited, Delhi, India)

Publication date: 4 December 2018


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 to request teaching notes.

Subject code

CSS 5: International Business.



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.


Gupta, P., Nagpal, A. and Malik, D. (2018), "Starbucks: global brand in emerging markets", , Vol. 8 No. 4.



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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