Vizio and the , Arket for Flat Panel Tv

In: Business and Management

Submitted By ovinigamlath
Words 23303
Pages 94
part 1

Introduction and Overview

After you have read this chapter you should be able to:

1 2 3 4 5

Understand what is meant by the term globalization.

Recognize the main drivers of globalization.

Describe the changing nature of the global economy.

Explain the main arguments in the debate over the impact of globalization. Understand how the process of globalization is creating opportunities and challenges for business managers.


1 opening case

The Globalization of Starbucks hirty years ago, Starbucks was a single store in Seattle’s Pike Place Market selling premium-roasted coffee. Today it is a global roaster and retailer of coffee with some 16,700 stores, 40 percent of which are in 50 countries outside the United States. Starbucks set out on its current course in the 1980s when the company’s director of marketing, Howard Schultz, came back from a trip to Italy enchanted with the Italian coffeehouse experience. Schultz, who later became CEO, persuaded the company’s owners to experiment with the coffeehouse format—and the Starbucks experience was born. The strategy was to sell the company’s own premium-roasted coffee and freshly brewed espresso-style coffee beverages, along with a variety of pastries, coffee accessories, teas, and other products, in a tastefully designed coffeehouse setting. For the outset, the company focused on selling a “third place” experience, rather than just the coffee. The formula led to spectacular success in the United States, where Starbucks went from obscurity to one of the best-known brands in the country in a decade. Thanks to Starbucks, coffee stores became places for relaxation, chatting with friends, reading the newspaper, holding business meetings, or (more recently) browsing the Web. In 1995, with 700 stores across the United States, Starbucks began exploring…...

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