It becomes very important for global brands to adapt to the local culture of the country they are deciding to expand in, otherwise, it might result in failure of expansion. We will be taking the example of Starbucks, an American coffeehouse chain and see how even after being popular in many countries, failed in Australia because of not adapting to its local culture.
“We want to provide all the comforts of your home and office. You can sit in a nice chair, talk on your phone, look out the window, surf the web... oh, and drink coffee too.”
Headquartered in Seattle Washington, the company was founded in 1971. It is the world’s largest coffeehouse chain. As of early 2020, the company is present in more than 70 countries, operating at more than 30,000 locations. It is probably the most famous coffee chain in the world. The reason why it is