Starbucks and Cultural Distance

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Coping with the four dimensions of distance in the international expansion of Starbucks.

Maarten de Graaf, s1861263
Tom Breteler, s2022117
Group 12
Introduction to International Business
Ms. Wilhelm
1. What are the four dimensions of ‘distance’ in Starbuck’s international expansion?
The four dimensions are culture, administrative, geographic and economic distance.

2. How did Starbucks reduce the ‘distance’ vis à vis host countries?
Starbucks used many tactics to reduce its distance from foreign markets. Firstly, Starbucks conducted extensive research in each country. They used focus groups, and quantitative analysis, to evaluate local cultural sensitivities and preferences. But it also used specific local adaptations. For
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We are still at the embryonic stages of what Asia will be for the company.".

(Mariko Sanchanta, 2010,

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