story of starbucks

Cand.Merc.International Marketing and Management
Centre for Business History
Master Thesis

The Story of Starbucks

Ea Elisabeth Finn Nielsen
201180 2470

Tina Holm Mortensen
291282 1644

Date of Hand-in: 28.11.2008
Name of Supervisor: Per H. Hansen

Copenhagen Business School 2008

Ea Elisabeth Finn Nielsen & Tina Holm Mortensen | The Story of Starbucks

Table of Contents
Part I
1. Preface
2. Problem Area 2.1 Branding as the Root Cause
3. Literature Review 3.1 A Holistic Approach 3.2 Brand Attachment 3.3 A Historical Approach towards Starbucks and their Role in the Market 3.4 A Critical Perspective on Starbucks’ Branding 3.5 Locus as Promoter 3.6 Communication Strategy 3.7 Summary 3.8 Reflections upon the Literature Review
4. Thesis Approach
5. Methodology 5.1 Theoretical Foundation 5.1.1 Cultural Branding 5.1.2 Meaning Transfer 5.1.3 Flock and Flow 5.1.3.1 The Flows 5.1.3.2 The Flocks 5.1.4 Cultural Categories 5.1.5 Flocks and the Social Network of the Brand 5.1.6 Cultural Meaning and Identity Projects 5.1.7 The Consumer Culture 5.1.7.1 The Evolution of the Consumer 5.1.7.2 From Modernity to Hypermodernity 5.1.7.3 The Post-modern Consumer 5.1.7.4 The Character of the Post-modern Consumer 5.1.7.5 Authenticity and Consumption 5.1.7.6 Hypermodernity 5.1.7.6.1 Fear of the Future 5.1.7.6.2 Ethical Responsibility 5.2 Method 5.3 Research Design 5.3.1 Introduction to Starbucks

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Ea Elisabeth Finn Nielsen & Tina Holm Mortensen | The Story of Starbucks

5.3.2 Starbucks within the Industry and the Competition 5.3.3 Brand Genealogy 5.3.4 The Consumer Culture

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