Growing Big While Staying Small: Starbucks Harvests International Growth

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

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?

Keywords

Citation

Honack, R. and Waikar, S. (2017), "Growing Big While Staying Small: Starbucks Harvests International Growth", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000142

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Kellogg School of Management

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