Cross Cultural perspectives 
Cross Cultural Perspectives
ETH/316
Cross Cultural Perspectives The company I decided to use was Starbucks Corporation. Starbucks has been an iconic symbol in the coffee industry here in the United States. It is a place where people go to meet, work; do school work, and many other things. Starbucks Corporation has created an atmosphere that makes people feel okay with spending six dollars or more on a latte. Although its great success in the United States and many other countries, Starbucks has really struggled to thrive in Europe. Starbucks CEO Howard Schultz traveled to Italy in 1983 and was really inspired by their espresso bars. He saw the potential in the concept of a coffee house thriving in Seattle. Schultz really took that idea and sculpted it into everything the American people were looking for. As the company grew and expanded into other countries, it eventually came full circle and ended up back in Europe, where the idea began. This would prove to be more of a struggle than expected. You would think that Starbucks would thrive in a country that lives off coffee and tea. The espresso and latte experience in Europe is an everyday thing; it’s apart of the culture. Starbucks is having a difficult time bringing an American version of a coffee shop to Europe. Its reputation of having a fast food type atmosphere isn’t doing the trick. The European people need a more intimate experience. One problem that Starbucks is having in Europe is the way they serve the coffee. The iconic paper cup and sleeve isn’t cutting it in Europe. I feel it portrays a cheaper product. Also, Starbucks has a fast food type environment. When in Europe the coffee shops are sit down restaurants almost. Starbucks needs to learn how to adapt to the European café culture. Starbucks very modern look and décor have not been keeping up with the elaborate décor of the café’s in Europe. In 2012 the New York Times captured a picture of a beautifully
ETH/316
Cross Cultural Perspectives The company I decided to use was Starbucks Corporation. Starbucks has been an iconic symbol in the coffee industry here in the United States. It is a place where people go to meet, work; do school work, and many other things. Starbucks Corporation has created an atmosphere that makes people feel okay with spending six dollars or more on a latte. Although its great success in the United States and many other countries, Starbucks has really struggled to thrive in Europe. Starbucks CEO Howard Schultz traveled to Italy in 1983 and was really inspired by their espresso bars. He saw the potential in the concept of a coffee house thriving in Seattle. Schultz really took that idea and sculpted it into everything the American people were looking for. As the company grew and expanded into other countries, it eventually came full circle and ended up back in Europe, where the idea began. This would prove to be more of a struggle than expected. You would think that Starbucks would thrive in a country that lives off coffee and tea. The espresso and latte experience in Europe is an everyday thing; it’s apart of the culture. Starbucks is having a difficult time bringing an American version of a coffee shop to Europe. Its reputation of having a fast food type atmosphere isn’t doing the trick. The European people need a more intimate experience. One problem that Starbucks is having in Europe is the way they serve the coffee. The iconic paper cup and sleeve isn’t cutting it in Europe. I feel it portrays a cheaper product. Also, Starbucks has a fast food type environment. When in Europe the coffee shops are sit down restaurants almost. Starbucks needs to learn how to adapt to the European café culture. Starbucks very modern look and décor have not been keeping up with the elaborate décor of the café’s in Europe. In 2012 the New York Times captured a picture of a beautifully
Cited: Alderman, L. (2012, March 30). In Europe, Starbucks Adjusts to a Cafe Culture. New York Times. Retrieved August 18, 2014, from http://www.nytimes.com/2012/03/31/business/starbucks-tailors-its-experience-to-fit-to-european-tastes.html?pagewanted=all&_r=0