Starbucks Corporation remains as a top leader in the coffee industry in conceptualizing globalization from a wide international context and investment. In the 21st century, Starbucks Corporation has started to explore new core aspects of leadership, innovation, and organizational culture (Orta, von Feigenblatt, Lemus, & Rivero, 2015). The key elements of Starbucks’organizational culture that contributes to its success in a global economy are commitment, leadership, and innovation. Starbucks has its long valued diversity and inclusion as part of the mission and principles. For example, the hiring of partners with good backgrounds and working together to the success of its careers (Starbucks Corporation, 2016). As part of the organizational culture, the company seeks to nurture and inspire the patrons. Starbucks believe that understanding every client brings a unique life experience. Similarly, the partners of the company are diverse in many aspects such as ethnicity, race, gender, sexual orientation, religion, disability, thoughts, ideas, life experiences, and cultural backgrounds. The organizational culture of Starbucks Corporation is one of the unique aspects of the company (Starbucks Corporation, 2016). Its organizational culture influences the employees and the performance of every member. Specifically, the culture of the company spread throughout all aspects of the business. On the other hand, its culture is widely observed by the customers and the community, globally. Every employee works with commitment on how an employee interacts with the customers. The interaction itself is one of the indicators of the organizational culture of Starbucks Corporation. The warm and friendly atmosphere of a workplace is a unique quality of the competitors. Thus, the organizational culture of Starbucks relates with the strategies for successful brand improvement and expansion all over the world.
The success of the employees and the entire organization is the result of a good leadership. A good leadership results in a good management; most leaders in Starbucks engage in quality planning, controlling, and leading the employees to do the management work appropriately (Behar & Goldstein, 2010). In addition, the leaders consider themselves equally with the other employees at work. Particularly, the first CEO of the company, Howard Schultz emphasizes that Starbucks greatly value every individual more than the company value money (Orta, von Feigenblatt, Lemus, & Rivero, 2015). It implies that from the beginning, the individuals always come first before profits. In spite of everything, certain individuals grow, choose, ship, roast, brew, serve, and enjoy the coffee. Similarly, the good leaders provide relevant innovation; the vision and mission leadership, guidance encourages all employees and investors to make Starbucks a healthy financial avenue that continually growing its venture capital investment globally (Orta, von Feigenblatt, Lemus, & Rivero, 2015). The brand personality gains more attention from different professionals and businesspersons; the branding is an influential factor that affects the perceptions and patronage of the products and services. In particular, the creation of a strong market innovation is a symbolic value that is difficult to imitate and it creates a strong basis for differentiation (Smith Maguire & Hu, 2013). As a result, it leads to higher product and services evaluation when compared to the other competitors that only focus on the physical features or functional benefits.
The essence of embracing diversity enhances the work culture, especially in the business success. The creation of the culture empowerment happens with its diverse experiences and perspectives in fostering innovation, new ideas and economic growth. Starbucks’ innovation always builds a unique and strong bond with the customers and the employees. Through the unique strategy, the company increases the levels of customer preference and patronage with trust and loyalty of the products and services it offers. Schultz and the senior management worked together to look for professionals suited to manage and deliver results of Starbucks Corporation adequately in the global arena. Consequently, the management team is driven from the entrepreneurial avenue to deliver the outcomes as desired in the person of a new CEO of Starbucks, Orin Smith (Orta, von Feigenblatt, Lemus, & Rivero, 2015). Smith has recruited seasoned professionals in the specific areas in the company; finance, legal, supply chain operations, and management information system. Starbucks maintain and sustain the path following the vision and mission statement of the company by serving as the role model in the organization. The company maintains the values and principles of personal leadership (Behar & Goldstein, 2010). Specifically, the entire organization’s values and principles are the cup of the brew and how they deal with every event that makes the difference in serving the customers.
Additionally, the effective management decision wherein Starbucks offers in an innovative way, they offer their customers in achieving the current competitive market advantage is the social media (Starbucks Corporation, 2016). Social media is one of the valuable tools for Starbucks because it strongly drives the sustainability of the company’s brand. (Smith Maguire & Hu, 2013). The team management integrates the key, the quality innovation as part of the cultural aspect of the organization. It helps solidify the entire business transition in the market. The major innovative steps are deploying social media to support the branding and marketing position of the products effectively, understanding the role of a new channel to utilize the social media, and relying on effective strategies to protect the engagement of the consumers with the products. Most importantly, the Starbucks’ management decisions in providing innovation offerings for its customers are effective. Evidently, in 2014, the company received a recognition by the prominent diversity organization as the Disability Employer of the Year by the US Business Leadership Network (Starbucks Corporation, 2016). In 2015, they received a perfect score on the Disability Equality Index and achieved the highest rating on the Human Rights Campaign. In addition, since 1992, the company provides the health care benefits for their part-time and full time partners that includes the same sex and domestic partner benefits. Moreover, Starbucks continue to lead the industry in terms of many essential benefits such as a full tuition reimbursement through their College Achievement Plan, Starbucks Bean stock, and other significant benefits. Consequently, the effectiveness of the innovative offerings achieve the current competitive marketplace advantage.
As a key competency of the company, it is the evolution of the corporate social responsibility of Starbucks is an advantage. It helps protect the brand image and the environment. In addition, it provides a new position in the market by showing the balance in the economic prosperity, environmental responsibility, and social integrity. Starbucks is a company that has proven a strong professional working force that is committed enough to perform the best to continually achieve its success. The company has its long-term commitment and projects that are sustainable and achievable. In relation to the organizational culture, Starbucks values the implementation of spirituality in the workplace as an innovative approach to deepen the ethical values of the management and the employees (Orta, von Feigenblatt, Lemus, & Rivero, 2015). The implementation of spirituality at work has a driving force in the leadership position in the market, work environment, financial sustainability of the organization, meeting CSR requirements, and commitment to innovation. Thus, Starbucks believes that the spirituality in the workplace can help the company increase work productivity and good motivation levels for the employees to strive for excellent performances. Even without Howard Shultz, Starbucks continues to achieve a long-term sustainability as a leading coffee industry worldwide. The underlying principle for the expansion of Strabucks is to increase the position of its products in the different markets all over the world. The opening of new stores set a leading course for the company Starbucks in the market. The company specializes the success and the continued positive effects among its competitors.
As a long-term organizational culture, Starbucks always holds strong values that relate to the sustainability of the employees, coffee growers or farmers, and its positive practices toward success. The entire management team is working together to create new partner efforts in the supply chain of the company. Moreover, the main philosophy of Starbucks is to engage the employees and the management at all levels within the organization the commitment, leadership, and innovation. Anywhere in the world, Starbucks is known as a marketer, roaster, and retailer of specialty coffee. The company marks a footprint in the global retail coffee industry. Its creativity is more than just selling an idea, its innovation of new ideas is exemplary. It continues to expand its new business venture of capital investment and the inventors understand the consumer behaviors. The company is very successful in the market because it balances the flexibility and rigidity of the organizational culture. The adequate research for innovation and development in the market lead to gain competitive positions. Correspondingly, the decisions in designing new stores represent a new consumer class and innovative strategy. The way the company treats innovation is by following the product lines and procedures with the management team in order to meet the demand in the market arenas, locally ad globally. Overall, Starbucks ensures continuing to grow fast and expand the entrepreneurial frontiers of its vision and mission.
Reference
Behar, H., & Goldstein, J. (2010). It's Not About the Coffee: Leadership Principles From a
Life at Starbucks. Journal for Quality & Participation, 33 (1), 20.
Orta, M., von Feigenblatt, O. F., Lemus, E., & Rivero, O. (2015). Starbucks Corporation:
Leading Innovation in the 21st Century. Journal Of Alternative Perspectives In The Social Sciences, 7 (1), 23-38.
Smith Maguire, J., & Hu, D. (2013). Not a simple coffee shop: local, global and glocal
dimensions of the consumption of Starbucks in China. Social Identities , 19 (5), 670-684. doi:10.1080/13504630.2013.835509.
Starbucks Corporation. (2016). About Us: Starbucks Corporation. Retrieved February 3,
2016, from Starbucks Corporation Web site: http://www.starbucks.com/responsibility/community/diversity-and-inclusion
