84 Inverting the Paradox of Excellence
Japan, where Starbucks proved that the basic value proposition could be applied to a different cultural
setting (there are now 600 stores in Japan). Next, Starbucks embarked on a rapid development strategy
in Asia and Europe. By 2001, the magazine Brandchannel named Starbucks 1 of the 10 most inuential
global brands, a position it has held ever since. But this is only the beginning. In October 2006, with
12,000 stores in operation, the company announced that its long-term goal was to have 40,000 stores
worldwide. Looking forward, it expects 50% of all new store openings to be outside the United States.
5.1.2 organizing: sTyle, sTaff, skills, anD sysTems
Organizing is concerned with how the enterprise’ ...