Methods
How long was the study conducted for?
2 Years
What is Glocalization?
A term that is used in the study globalization and combines localization to describe how global brands, ideas, or practices adapt to fit local cultures, values, and preferences.
What did some critics call Starbucks after being rumored to over-roasting its coffee-beans?
"Charbucks"
What market does Starbucks makeup?
Coffee
Who conducted the research?
Graduate Students
What significantly noticeable global patterns that shape and influence coffee shops? *name two*
Music, Decor, Menu offers, Art display
What did Starbucks do to better their image after the backlash?
Fair trade coffees and use of organic milk in some locations
What is consumer experiences in coffee shops?
To avoid biasing participants, researchers framed their study around this broad theme rather than focusing directly on global vs. local coffee brands.
What are people who view coffee shops as symbols of standing against corporate dominance called?
Oppositional localists
Name the person who's concept came from the idea of glocalization?
Richard Wilk
What did activist groups targets Starbucks for? *name one*
harmful business practices, environmental damage and negative impact on coffee growers
What was Starbuck labeled as after being criticized?
"Trojan Horses"
Name of people who view coffee shops as places to relax and self-explore are called?
Cafe´ flaneurs
Who suggests Starbucks ties into the idea of “third-places”?
Ray Oldenburg
What is the name of the dairy product Starbucks used and receive criticism for?
Growth Hormone (rBGH)
China, Japan, Taiwan and Britain
How many coffee shop were selected during this research?
6 Coffee Shops
What is a hegemonic brandscape?
Describes the dominant influence that global brands exert on local markets, shaping consumer experiences, business practices, and cultural perceptions.
What is the anti-Starbucks discourse?
In The Starbucks Brandscape study, this term refers to the oppositional movement that critiques Starbucks for its corporate dominance, homogenization of culture, and exploitative business practices.
What was Charles Baudelaire's reflection of the term "Cafe-Flaneur"
"Pleasure-seeking"