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Essay / Research Paper Abstract
This 5-page paper discusses issues that Starbucks faces on an international basis. Other multinational corporations with similar issues are studied, and recommendations made to Starbucks. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: D0_MTstarglob.rtf
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Unformatted sample text from the term paper:
struggles with these issues (and has the media clips to prove it). Recent news about Starbucks fight with the Chinese government to maintain operations in that countrys forbidden city, as
well as a battle with Ethiopia regarding a trademark dispute didnt help position the company as being a good corporate citizen (or a good international corporate citizen) (Leroux, 2008). Furthermore,
even Americans tend to roll their eyes skyward when they hear about the companys expansion plans. Though these are now being pulled back because of the economy, the early 2000s,
during which it seemed one could trip over a Starbucks on almost every city block, arent that far behind. It isnt easy
for Starbucks or any MNC, however, to try to think globally while acting locally. The business literature is filled with case studies about companies that have had their proverbial images
kicked because of some international faux pas. In addition, Starbucks (and other MNCs) tend to face a great deal of competition from the local companies.
McDonalds Corp. was one company that was once considered too American to do well overseas. A symbol of American arrogance, the company suffered PR nightmares in France
during the late 1990s, when a local French farmer angrily gathered protestors because of McDonalds practices, and torched one of the restaurants. The company also went through PR problems in
Muslim areas because much of its menu contained foods that the locals couldnt eat because of religious reasons. Part of McDonalds difficulties stemmed from the companys insistence on "standardization," in
other words, a customer could walk into any McDonalds in any corner of the world and see pretty much the same menu. While this was cost-effective for awhile, it cost
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