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Entry Modes of Starbucks

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Entry Modes of Starbucks

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School of Sustainable Development of Society and Technology
Master Thesis Course - International Business and Entrepreneurship EFO 705/ MIMA

Entry Modes of Starbucks

Tutor: Leif Linnskog Authors: Beatriz Santamaría (841007-p008) Shuang Ni (831206-p446) Date: 3 June 2008 Group number: 2023

Summary

Date: Level:

3 June 2008 Master Thesis in Business and Administration- International Business and Entrepreneurship Entry Modes of Starbucks

Title: Authors:

Beatriz Santamaria (841007-p008) Cuenca, 3 3A 19005 Guadalajara (SPAIN) +34 64621633 Date of birth: 1984-10-07 E-mail: Bea5031@msn.com Shuang Ni (831206-p446) Vasagatan 40 722 15 Västerås +46 73 584 27 66 Date of birth: 1983-12-06 E-mail: sophia_nishuang@hotmail.com

Tutor: Topic:

Leif Linnskog 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...

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