Research of Starbucks' Global Value Chain's Alteration Over a Decade
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| Format: | Thesis |
| Kulcsszavak: | Business operation Global Value Chain globalization marketing Starbucks |
| Online Access: | http://dolgozattar.uni-bge.hu/53515 |
| Abstract: | This study presents a comprehensive analysis of Starbucks' Global Value Chain (GVC) with a specific focus on assessing the company's sustainability initiatives and competitive strategies within the global coffee retail industry. Drawing on a combination of Global Value Chain Analysis (GVC), Resource-Based View (RBV), Governance Model Theory and Competitive Advantage Theory, this research aims to provide valuable insights into the intricate dynamics of Starbucks' GVC operations.The study employs a mixed-method approach, incorporating both qualitative and quantitative analyses. Qualitative data is derived from in-depth interviews to gain a nuanced understanding of the company's sourcing strategies, supply chain management practices, and sustainability initiatives. Quantitative data is obtained through a comprehensive review of questionnaires to assess the company's competitive position in consumer-driven market.Based on the research insights, this study provides a deep understanding of Starbucks' global value chain entirely and regionally (in China), offers actionable recommendations for Starbucks to further enhance its sustainability effortsand maintain its competitive edge in the dynamic global coffee retail landscape. The research contributes to the existing literature on GVCs, sustainable supply chain management, and competitive strategies, providing valuable implications for both academia and industry practitioners. |
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