Date of Award

8-3-2015

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. John Caputo

Second Advisor

Dr. Giovanni Caputo

Abstract

Global brand positioning is an integral part of international marketing and branding. It requires an effort to connect to local cultures and to focus strategies for diverse markets. To successfully position itself internationally, an organization must develop a brand and product that offers distinct value to the consumer in each unique marketplace. This thesis explores the global brand positioning of Starbucks, an organization with continued international growth and success. The study follows the philosophy of Martin Buber’s I-Thou relationship and takes the position that communication is a dialogue. In the case of Starbucks, the organization’s brand helps create the dialogue it has with consumers. This study is grounded in multiple theories, including cultural adaptation theory as it relates to acculturation, global consumer culture and the theory of cultural dimension. The study utilized a qualitative meta-analysis to determine concurrent themes in the existing research. Throughout the study, several trends emerged including Starbucks’ development of a tailored third place and the glocalization of their stores and products. The analysis shows a need for further research on global marketing and branding strategies to better understand the benefits of incorporating culture.

Comments

All rights reserved.

Download

Share

COinS