article summary for chapter 3, OB
Organizational Behavior
BADM 234-04
Dr. Bell
Chen Jiaxin
Jan 30th, 2014
Starbucks Sees China Growth Despite Tea-Drinking Culture
Article Summary of Chapter Three
I find an article related to organizational culture and socialization. In my mind, the main concept of chapter three is the organizational culture, socialization, and mentoring, which indicating that appropriate culture will benefit a lot to organizations.
Starbucks credits its growth in China to the 500 new stores that were opened in the past year across the Asia-Pacific region. The new stores that opened in China focused on building the brand in second-tier cities Dalian, Wuhan and Hangzhou. For a long time, Starbucks’ biggest competition wasn’t necessarily other coffee outlets, but rather, China’s big tea-drinking culture. “The very strong sales volumes prove that the coffee concept can succeed in traditional tea-drinking countries,” RJ Hottovy, the director of consumer equity research at Morningstar, Inc. told CNN Money. This is a piece paragraph of the report about Starbucks. Obviously, we can see that organizational culture of Starbucks play a significant role in succeeding the spread plan in traditional tea-drinking countries. The results decide the battle.
In contrast, we can see the definition of it in concept three. Set of shared, taken-for-granted, implicit assumptions that a group holds and that determines how it perceives, thinks about and reacts to its various environments. To my thinking of the article, Starbucks make a flexible marketing strategy for the Chinese unique tea-drinking cultural market. From my view of point, we started the plan from knowing the desire of the Chinese market. Then, making a research about the demand is important to know how many input we should make for Chinese market. . Then, we will pass through Phase 2 (Encounter). We integrate, assimilate, and transition. Finally, we will change and acquisition, gain the market shares to see whether the
BADM 234-04
Dr. Bell
Chen Jiaxin
Jan 30th, 2014
Starbucks Sees China Growth Despite Tea-Drinking Culture
Article Summary of Chapter Three
I find an article related to organizational culture and socialization. In my mind, the main concept of chapter three is the organizational culture, socialization, and mentoring, which indicating that appropriate culture will benefit a lot to organizations.
Starbucks credits its growth in China to the 500 new stores that were opened in the past year across the Asia-Pacific region. The new stores that opened in China focused on building the brand in second-tier cities Dalian, Wuhan and Hangzhou. For a long time, Starbucks’ biggest competition wasn’t necessarily other coffee outlets, but rather, China’s big tea-drinking culture. “The very strong sales volumes prove that the coffee concept can succeed in traditional tea-drinking countries,” RJ Hottovy, the director of consumer equity research at Morningstar, Inc. told CNN Money. This is a piece paragraph of the report about Starbucks. Obviously, we can see that organizational culture of Starbucks play a significant role in succeeding the spread plan in traditional tea-drinking countries. The results decide the battle.
In contrast, we can see the definition of it in concept three. Set of shared, taken-for-granted, implicit assumptions that a group holds and that determines how it perceives, thinks about and reacts to its various environments. To my thinking of the article, Starbucks make a flexible marketing strategy for the Chinese unique tea-drinking cultural market. From my view of point, we started the plan from knowing the desire of the Chinese market. Then, making a research about the demand is important to know how many input we should make for Chinese market. . Then, we will pass through Phase 2 (Encounter). We integrate, assimilate, and transition. Finally, we will change and acquisition, gain the market shares to see whether the
Cited: http://www.ibtimes.com/starbucks-sees-china-growth-despite-tea-drinking-culture-1370563