Cornell Hotel and Restaurant Administration Quarterly

 

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Cornell Hotel and Restaurant Administration Quarterly, Vol. 46, No. 2, 275-283 (2005)
DOI: 10.1177/0010880404273893

Exporting a North American Concept to Asia

Starbucks in China

Jeffrey S. Harrison

Robins School of Business at the University of Richmond, harrison{at}richmond.edu

Eun-Young Chang

Carina Gauthier

Todd Joerchel

Jorge Nevarez

Meng Wang

In the past decade U.S.-based Starbucks has expanded internationally, including opening coffee shops in the People’s Republic of China. Still a tiny part of the Chinese beverage market, Starbucks hopes to trade on the growing popularity of Western brands among China’s growing middle class. By focusing its attention on its employees, Starbucks has created a strong service culture that fits well in China.

Key Words: international growth • international expansion • restaurant industry • Chinese business • Asian business


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