Instead, the company's efforts should focus on other cultural matters.
Coffee is a universal beverage. As such, almost every country has established its own coffee company. Expanding a coffee business, as in all types of enterprise, in a new location would mean giving due consideration to the inherent culture of that area.
Understanding and talking the language is the first step to better comprehend the business environment of the locality. I believe that communication is one of the fundamentals of business. It took quite some time and research before Starbucks management made its final decision to open its first coffeehouse in Tokyo, Japan in August 1996. In 1995, Starbucks Coffee International forms joint venture with SAZABY Incorporated to develop Starbucks coffeehouses in Japan (Starbucks Japan, 2003). The partnership enabled Starbucks to be aware of the trading atmosphere in Japan, the attitude of Japanese towards work, and the locals' appreciation of sprouting foreign business in the area.
Japanese can also be categorised among the educated businessmen in the world. Education and stock knowledge of future partners on business and technology have to be considered, particularly those coming from developing countries where e-learning is few steps behind from fully developed countries.
The employees' outlook in work is vit ...Show more