story of starbucks

Topics: Brand, Coffee, Brand management Pages: 206 (66543 words) Published: October 12, 2013
Cand.Merc.International Marketing and Management
Centre for Business History
Master Thesis

The Story of Starbucks

Ea Elisabeth Finn Nielsen
201180 2470

Tina Holm Mortensen
291282 1644

Date of Hand-in: 28.11.2008
Name of Supervisor: Per H. Hansen

Copenhagen Business School 2008

Ea Elisabeth Finn Nielsen & Tina Holm Mortensen | The Story of Starbucks

Table of Contents
Part I
1. Preface
2. Problem Area
2.1 Branding as the Root Cause
3. Literature Review
3.1 A Holistic Approach
3.2 Brand Attachment
3.3 A Historical Approach towards Starbucks and their Role in the Market
3.4 A Critical Perspective on Starbucks’ Branding
3.5 Locus as Promoter
3.6 Communication Strategy
3.7 Summary
3.8 Reflections upon the Literature Review
4. Thesis Approach
5. Methodology
5.1 Theoretical Foundation

5.1.1 Cultural Branding

5.1.2 Meaning Transfer

5.1.3 Flock and Flow

5.1.3.1 The Flows

5.1.3.2 The Flocks

5.1.4 Cultural Categories

5.1.5 Flocks and the Social Network of the Brand

5.1.6 Cultural Meaning and Identity Projects

5.1.7 The Consumer Culture

5.1.7.1 The Evolution of the Consumer

5.1.7.2 From Modernity to Hypermodernity

5.1.7.3 The Post-modern Consumer

5.1.7.4 The Character of the Post-modern Consumer

5.1.7.5 Authenticity and Consumption

5.1.7.6 Hypermodernity

5.1.7.6.1 Fear of the Future

5.1.7.6.2 Ethical Responsibility
5.2 Method
5.3 Research Design

5.3.1 Introduction to Starbucks

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Ea Elisabeth Finn Nielsen & Tina Holm Mortensen | The Story of Starbucks

5.3.2 Starbucks within the Industry and the Competition

5.3.3 Brand Genealogy

5.3.4 The Consumer Culture

5.3.4.1 Meaning Transfer and Identity Projects

5.3.4.2 The Brand’s Social Network
5.4 Empirical Evidence

5.4.1 The Industry and Competition

5.4.2 Blogs and Fora

5.4.2.1 Who are the Bloggers?

5.4.3 Consumer Culture and Identity Projects

5.4.4 Critique of Data Collection
5.5 Delimitation
Part II
6. Introduction to Starbucks
6.1 Description of Starbucks’ Business
7. The Industry in which Starbucks Emerged
7.1 Starbucks Revolutionising the Industry
8. Current Conditions of the Specialty Coffee Industry
8.1 The Specialty Coffee Market and the Competition

8.1.1 The Coffeehouses

8.1.2 Specialty Coffee Going Mainstream?

8.1.3 The Threat of the Fast Food Restaurants

8.1.4 The Evolution of the Specialty Coffee Industry

8.1.5 Starbucks in the Kauffman Continuum
Part III
9. Brand Genealogy
9.1 Starbucks’ Branding Strategy

9.1.2 Emotional Branding
10. The Narratives
11. The Narrative of Howard Schultz
11.1 The American Dream
11.2 The Father Figure
11.3 Development of the Narrative of Howard Schultz
12. High Quality
12.1 The Italian Coffee Traditions
12.2 Service
12.3 The Control of the Supply Chain
12.4 Development of the Narrative of Quality
12.5 Development of the Narrative of Service

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Ea Elisabeth Finn Nielsen & Tina Holm Mortensen | The Story of Starbucks

13. The Third Place
13.1 Is Starbucks Still a Third Place?
14. The Narrative of Corporate Social Responsibility
14.1 The Good Place to Work
14.2 Starbucks Still Strives to be the Good Place to Work
14.3 Fair Trade
14.4 Development of the Fair Trade Narrative
15. What has Become of the Starbuck Experience?
15.1 Standardisation and...

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