Globaliserings Processer - Starbucks in Danish.

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STARBUCKS COFFEE
[pic]

Dato : 18/5 201018/5

Fag : Globaliseringsprocesser.

Indholdsfortegnelse

Indholdsfortegnelse……………………………………………………………………………Side 2
Indledning……………………………………………………………………………………...Side 3
Problemformulering…………………………………………………………………………..Side 3
Globaliseringens mange sider………………………………………………………………...Side 4

Forbrug og Globalisering……………………………………………………………………..Side 5

Starbucks………………………………………………………………………………………Side 6 Taylorisme………………………………………………………………………. Side 6 Fordisme………………………………………………………………………….Side 7 McDonalisering……………………………………………………………..……Side 7

Kulturens betydning for Starbucks markedsføring…………………………………………Side 8

Appadurais kulturteori………………………………………………………………………..Side 9
De fem dimensioner……………………………………………………………………………Side 9
Makroanalyse af Starbucks………………………………………………………………….Side 10

Standardisering kontra tilpasning…………………………………………………………..Side 12

Stakeholder Management and Stakeholder Communication……………………………..Side 15
Starbucks og deres interessenter………………………………………………………........Side 17
Corporate identity………………………………………………………………………........Side 18
Virksomheders samfundsansvar…………………………………………………………….Side 19
Konklusion……………………………………………………………………………………Side 21
Litteraturliste…………………………………………………………………………………Side 23

Indledning

“Globalization is the consciousness of the world as a whole” (Robertson)
Globalisering er en betegnelse for den voksende internationale økonomiske integration, som kommer til udtryk via handel, direkte udenlandske investeringer (FDI), integration af de finansielle markeder samt virksomhedernes produktion på tværs af landegrænserne. Denne betegnelse bruges ofte til at beskrive befolkningen i verden som er kommet tættere på hinanden. Blandt andet pga. den udvikling vi ser i informationsteknologien i dag. Endvidere omfatter begrebet nogle generelle samfundsforhold som medie, nyhedsformidling, underholdningsbranchen,

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