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