Glocalization And Globalization Of Starbucks

Introduction :

In this paper we would like to analyse if Starbucks use Glocalization approach which represent quote : “act globally think locally”. This quote exactly represent the ideological approach of globalization with respect of local culture, represent autonomy for global unit. We would like to analyse the process of globalization and focus on new concept of global market developed in Japan, which is “glocalization”. At the end of this paper we will present outcomes of our research.

Theoretical background :

In our work we use theoretical background in order to analyse the empirical findings which we gather during our personal observations in Warsaw Starbucks coffee shop. Our literature research was based on materials concerning globalization focusing the most on aspect of “glocalization”. We read many articles and readings including this topic to gain hard knowledge in this field. In order to find theoretical background we use Google Scholar and Google Books by use key word : “ Glocalization “. We also overview several trustworthy database available

Author states that, some corporations “operated as if the entire world (or major regions of it) were a single entity; such an organization sells the same things in the same way everywhere”. Theodore Levitt make a point on the future of globalization and arising problem of unification : “Everywhere everything gets more and more like everything else as the world’s preference structure is relentlessly homogenized”. In our opinion author draws attention on negative aspect of globalization and how global entities can destroy world culture and habits