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  • 1.
    White, Benjamin
    et al.
    Mälardalen University, School of Sustainable Development of Society and Technology.
    Moraschinelli, Ettore
    Mälardalen University, School of Sustainable Development of Society and Technology.
    The Pursuit of Sustainable Competitive Advantage: A Profile of the Starbucks Corporation2009Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
    Abstract [en]

    Title: The Pursuit of Sustainable Competitive Advantage – A Profile of the Starbucks Corporation

    Authors: Benjamin Adam White & Ettore Moraschinelli

    Advisor: Jean-Charles Languilaire

    Date: 2009 May 29

    Program: International Business and Entrepreneurship

    Purpose: To study sustainable competitive advantages using Starbucks as a case study.

    Methods: The qualitative method was utilized to collect the secondary data used in this type of thesis, being a case study. This approach applied to both the theories used in the analysis as well as the empirical data about Starbucks.

    Conclusion: Nothing is sustainable in business including a company’s such as Starbucks competitive advantages.  It is the pursuit of the utopian idea of sustainable competitive advantages that can actually be sustained.  This approach does not guarantee success, but important components of a company’s pursuit are their leadership, innovative nature and relationship management.  Accordingly these theories do not cover all aspects or offer a full explanation of Starbucks success. Therefore, it is recommended for others to research Starbucks using different theories and perspectives in order to draw out other analyses from the empirical case

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