Starbucks (the Story About Success and the Company That Had a Vision)

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STARBUCKS

The story about success and the company that had a vision

Subject:Human Resources Management

LIST OF CONTENTS:

1)INTRODUCTION

2)COMPANY PRESENTATION AS A KEY TO ATTRACT SUITABLE CANDIDATE

3)THE TYPE OF WORK DESIGNED ADOPTED BY THE COMPANY, AND ROOM AND SCOPE FOR CHANGE

4)MAIN CRITERIA ADOPTED FOR SELECTION AND CAREER

5)CONCLUSION

6)BIBLIOGRAPHY

INTRODUCTION

There are many reasons why I chose to cover Starbucks and the main is that it is one of the 100 best companies to work for according to Fortune`s annual ranking.[1] It rates high with employees. [pic]

FORTUNE's annual ranking of companies that rate high with employees |Rank | |Rank |Company |% job growth |U.S. employees | |6 |Starbucks |26 |91,056 | |Top Ten by number of new jobs | |Rank |Company |New employees |U.S. employees | |4 |Starbucks |3,067 |91,056 |

THE TYPE OF WORK DESIGNED ADOPTED BY THE COMPANY, AND ROOM AND SCOPE FOR CHANGE

“Work refers to physical and mental activity that is carried out at a particular place and time, according to instructions, in return for money.”[16] This means that in return for physical and mental effort, fatigue and loss of personal autonomy, the worker receives a mix of rewards – money, status and satisfaction. The type of work Starbucks follows is Knowledge work and post-bureaucratic designs. Main characteristics of this are that the focus of work is at customers, problems and issues, skills are specialized and deep, feedback cycles are lengthy, impact on company success is on a few major contributions and long-term importance. Decision making is pushed down to the front line. This all creates a flat, flexible and empowered `postmodern` organizational form. Jobs are highly differentiated, demarcated and multi-skilled. Hecksher has identified five key features of ideal-type conceptualization of the post-bureaucratic organization : 1) organizational dialogue, persuasion and trust

2) information-sharing
3) behaviour based on principles
4) communication based on problem-solving
5) peer evaluation
This means that a wide range of input arises from the bottom and from across the organization rather than from the top of the hierarchy. The Company`s objective is to establish Starbucks as the most recognized and respected brand in the world. To do so, it has to leave room for change. External factors are constantly changing and the company needs to adjust itself according to that. As I have already mentioned, Corporate Social Responsibility is one of the main Starbucks`s principles. “Good coffee, doing good

Starbucks has a strong commitment to coffee producers, their families and communities, and the natural environment to help promote a sustainable social, ecological, and economic model for the production and trade of coffee.”[17]

A good example of how Starbucks pushes the boundaries in the business world is when United Airlines began serving their coffee. At first Starbucks more than doubled the number of people it was reaching, but then it turned out that a coffee of low quality was being served on the planes. Starbucks took up a mission- redefine the image of airline coffee. However, it was too risky and Starbucks wanted to get out of it, but United wouldn`t take no for an answer and finally worked out and arrangement that suited both companies. Starbucks trained flight attendants and United promised to promote the fact that it was now serving Starbucks coffee. Some problems occurred but they threw a lot of people at them to fix them....
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