International Business and Culture: Starbucks’s Australian Experience

In conclusion, it can be evidently that the very essence of Starbucks’ success in the US became the very reason for its failure in Australia. Culture analysis according to Johnson and Turner (2009) would have been pivotal for Starbucks in outlining the needs of their target market as defined by their values, customs, practices, attitudes and believes; all attributes of their culture. In brief, culture is part and parcel of the target market and consumers therein; making it a precondition for any company venturing into a foreign territory to align its operations to the prevailing culture in order to effectively attract and retain customers.

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