global

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Case 2-3
Illycaffe (B): The Starbucks Threat
Question 1
What are Starbucks CSAs and FSAs? How do these advantages explain the chain’s success in the United State?
Starbucks is origin from USA. Country specific advantages (CSAs) for USA are cowboy style. Whenever people think about American people usually will think about their cowboy style. This thing can be considered as their local culture that well known all around the world. Then, Hollywood industry that always had been followed by other nation in this world. Their lifestyle, fashion and actress activity would be preference for people who are really fanatic with their culture. Besides that, their military equipment and technology always make other nation worried and respect to
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The deal only gained 150 stores for Starbucks, but according to the Seattle Post-Intelligencer the wholesale business was more significant. In September 2006, rival Diedrich Coffee announced that it would sell most of its company-owned retail stores to Starbucks. This sale includes the company-owned locations of the Oregon-based Coffee People chain. Starbucks converted the Diedrich Coffee and Coffee People locations to Starbucks, although the Portland airport Coffee People locations were excluded from the sale.
In August 2003, Starbucks opened its first store in South America in Lima, Peru. In 2007, the company opened its first store in Russia, ten years after first registering a trademark there. In March 2008 they purchased the manufacturer of the Clover Brewing System. They began testing the "fresh-pressed" coffee system at several Starbucks locations in Seattle, California, New York and Boston.
In early 2008, Starbucks started a community website, My Starbucks Idea, designed to collect suggestions and feedback from customers. Other users comment and vote on suggestions. Journalist Jack Schofield noted that "My Starbucks seems to be all sweetness and light at the moment, which I don 't think is possible without quite a lot of censorship". The website is powered by the Salesforce software.
In May 2008, a loyalty program was introduced for
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