Association of Marketing Theory and Practice Proceedings 2010
 

Document Type

Conference Proceeding

Conference Track

Supply Chain Management/ International Marketing/ Business to Business Marketing

Publication Date

2010

Abstract

International joint venture has become a key foreign entry mode among global service firms. Scholars have devoted significant attention to the theory of international joint venture in the past three decades. However, despite growing interest from academics and practitioners alike, research that would synthesize the model of a successful international joint venture in the service industry has not been established. To close this gap, we undertook a qualitative study using Starbuck Korea case. This study investigates how Starbucks Korea, an international joint venture between the Starbucks Corporation and the Shinsegae Corporation (the Korean joint venture partner of Starbucks Korea) has been successful in the competitive Korean coffee market. Specifically, the study highlights how the partners involved in Starbucks Korea have successfully collaborated and developed mutual trust while bridging cultural, geographic and language gaps.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons

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