Growing Big While Staying Small: Starbucks Harvests International Growth

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


The key objectives of the case focus on the successful growth of local city brand, to a country brand, to a global brand, leaving the questions: 1. How much more can it grow? 2. Can it? 3. What is the impact of new competitors in a given market and/or the impact of the global economy on discretionary spending by a loyal customer base? 4. How important is it to the sustain a brand's core value(s) proposition when innovating for new audiences and customer preferences?



Honack, R. and Waikar, S. (2017), "Growing Big While Staying Small: Starbucks Harvests International Growth", Kellogg School of Management Cases.

Download as .RIS



Kellogg School of Management

Copyright © 2009, The Kellogg School of Management at Northwestern University

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.