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Entry Modes of Starbucks
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2008 (English)Student thesis
Abstract [en]

Topic:When an MNC seeks to enter a foreign country, it must choose the most appropriate entry mode for that specific market, such as exporting, licensing, a turnkey project, franchising, joint ventures or wholly-owned subsidiaries. There are many factors which affect the choice of entry modes. Influential factors contributing to the entry mode decision can have different degrees of impact for each particular country. As a consequence, an MNC has to use different entry modes in order to adapt to the specific situations it faces in its international expansion strategy.

Research Problem: Our research problem is to find the answer to two specific research questions while investigating in a particular MNC: Starbucks. The relevant questions are: (1.) What factors affected Starbucks’ entry mode decisions? (2.) Which entry mode strategies did Starbucks use foreign markets and why?

Method: We collected data through a qualitative method. We regarded that a qualitative research method would provide us the necessary data to understand entry mode decisions. We collected data through literature, books, journals, and Internet resources. We have decided to focus our qualitative research on exploring Starbucks’ entry mode decision in some specific markets. In particular, we have concentrated on Spain, New Zealand and the United Kingdom.

Conclusions: The choice of entry mode is a critical decision made by MNCs. The choice is influenced by several factors; we have divided these into internal and external factors. We have found both groups are important in the decisions made by Starbucks. However, the degree of influence is different in each case. Moreover, it is possible that some influential factors in the choice of entry mode can differ by case. Finally, we have found external factors have been critical in affecting Starbucks’ choice of entry modes. Starbucks has sought to adapt to those external factors and local needs and requirements by using different entry modes.

Place, publisher, year, edition, pages
Akademin för hållbar samhälls- och teknikutveckling , 2008. , 71 p.
Keyword [en]
entry modes, Starbucks, external factors, internal factors, Spain, New Zealand, United Kingdom, licensing, joint-venture, wholly-owned subsidiaries
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-857OAI: oai:DiVA.org:mdh-857DiVA: diva2:121498
Presentation
2008-06-03, R1-131, R- Building, Mälardalen University, Västerås, 13:15
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2008-07-02 Created: 2008-07-02

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fulltext(1939 kB)109570 downloads
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0783e8d140df3785631a31b1d1a1fe40c083e86aaf08b97cbe9b2464f8f557bbaabd06cf
Type fulltextMimetype application/pdf

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School of Sustainable Development of Society and Technology
Business Administration

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf