星巴克 企業(yè)文化p14

1、Starbucks Corporate Culture,Katie Brindley, Michelle Grant, Evangelita Nez, Ryan Scalmaniniand Robin TiglerUniversity of PhoenixPSY428 – Organizational PsychologyMay 18, 2009,Introduction,The following topics will

2、be discussed:Diversity and Customer FocusOrganizational StructureNetworkingOrganizational EthicsEmployee RelationsCorporate Citizenship,Diversity and Customer Focus,Starbucks is not a “franchise”Customer base inc

3、ludes all nationalitiesRepeat customers include business professionals, healthcare professionals, students Store locations are internationalSites include schools, malls, hospitals, airports, grocery chains,Diversity a

4、nd Customer Focus,Management execs regularly visit stores to ensure qualityStrategies are implemented to enhance benefits for customers and employeesCustomer ownership and loyalty are key to successCustomer feedback r

5、egularly solicited,Organizational Structure,Howard Schultz – CEORestructuring has created new positions for flatter organization:Global Real Estate Design MgrGlobal Strategy MgrHuman Resource Strategy MgrCustomer E

6、xperience MgrMarketing & Brand Strategy MgrStore expeditors at all locations,Organizational Structure,Flatter organizational structure will:Lead to more efficient and more effective business strategyStreamline i

7、nformation flow from customer and low-tier employee to corporate levelKeep customer and bottom line a priority to Starbucks business strategyUtilize new employee manual to streamline production and increase employee ef

8、ficiency,Starbucks Networking,“My Starbucks Idea” social networking site launched in March 2008:Customers play role in shaping company’s future Re-ignites emotional attachment with customers Builds a network of loyal

9、 and dedicated clientele Allows open forum for ideas and discussion Provide customers the ability to provide ideas on products and service www.Mystarbucksidea.com,Organizational Ethics,Supports six point mission state

10、ment Mission statement is guiding principle and holds it up as a filter for decision makingEmployee training includes review of mission statement, customer service theory and corporate culture Starbucks New Partner Tr

11、aining Plan includes training on ethics, ergonomics, safety, legal compliance, hands-on training,Employee Relations,Starbucks promotes frequent visits to store locations from regional/district mgrsEncourages open employ

12、ee communications Starbucks values each employee as “partner”Employees provided medical, vision/dental, 401k/stock options, tuition reimbursement, vacation,Effects of Organizational Ethics and Corporate Culture,Employe

13、es share in “Starbucks Experience “Reduction in employee turnover rate20% Management80% Lower tier (Avg retail turnover rate + 200%)Results in more satisfied/happy employeesResults in value oriented ethics,Corporate

14、 Citizenship,Developed the Shared Planet?: Reflects company’s desire to conduct business in responsible mannerLong-term plans include improving corporate ethics by 2015 by:Ethical sourcingEnvironmental stewardship

15、Community involvement. Created International Youth Foundation, Give2Asia, China Education Project,Conclusion,Starbucks has become the most successful company in gourmet coffee by integrating:Restructuring of organiza

16、tionSocial NetworkingFocus on Diversity and Customer ServiceGlobal promotion of ethical business practicesStrengthening employee relationsPromoting corporate citizenship,References,Baldwin, G. (2008, July). Saving s

17、tarbucks: the next step in the chains revival. Retrieved May 3, 2009, from Franchise Times Web site:http://www.franchisetimes.com/content/story_result.php?article=00931Durham, H. (2009, March 27). Our new seasonal coffe

18、es. Retrieved May 3, 2009, from Starbucks coffee company Web site: http://www.starbucks.com/coffee/b213-our-new-seasonal-coffees.aspxGreat entrepreneurs. (2001). Retrieved May 3, 2009, from My Primetime Web site: http

19、://www.myprimetime.com/work/ge/schultzbio/ Howard Schultz: Starbucks’ first mate. (n.d.). Entrepreneur. Retrieved May 2, 2009 http://www.entrepreneur.com/growyourbusiness/radicalsandvisionaries/article197692.htmlHamm

20、er, M (October 2003). Pleasing employees, pouring profits. Workforce Management, 58(2) Retrieved on May 2, 2009, from Gale databaseRoberts, J. (2008, June 8). Social networking for business is next big thing. Retrieved

21、May 3, 2009, from Business News Web site: http://www.commercialappeal.com/news/2008/jun/08/social-networking/ Reuters. (2008). Starbucks Unveils Leadership Structure To Execute Transformation Of Company. Retrieved May 1

22、, 2009, from http://www.reuters.com/article/pressRelease/idUS203894+11-Jan-2008+BW20080111Simpson, J. (2009, March 16). Three great coffees for our clover stores in march. Retrieved May 3, 2009, from Starbucks Coffee Co

23、mpany Web site: http://www.starbucks.com/coffee/b179-three-great-coffees-for-our-clover-stores-in-march-.aspxSpolsky, J. (2008, August). How hard could it be? : good system, bad system. Inc. The Daily Resource For Entre

24、preneurs. www.inc.com/magazine/20080801/how-hard-could-it-be-good-system-bad-system.htm,References,Starbucks. (2008). My starbucks idea. Retrieved May 3, 2009, from Starbucks CorporationWeb site: http://mystarbucksidea.

25、force.com/ (2001). Starbucks Coffee. (2009).Retrieved May 3, 2009, from Starbucks Coffee Company Web site: http://www.starbucks.com/Starbucks corp: board of directors. (2009). Retrieved May 3, 2009, from BusinessWeek

26、Website:http://investing.businessweek.com/research/stocks/people/board.asp?ric=SBUXStarbucks Union. (2004). NLRB decision in starbucks election petition. Retrieved May 16, 2009, from http://www.starbucksunion.org/node/

27、77Starbucks unveils new strategic initiatives to transform and innovate the customer Experience. (2008, March 19). BusinessWire. Retrieved May 3, 2009, from http://www.businesswire.com/portal/site/google/?ndmViewId=news

28、_view&newsId= 20080319006060&newsLang=en site: Ward, S. (2009). Business Networking. Retrieved May 17, 2009, from Small Business: Canada Web site: http://sbinfocanada.about.com/cs/marketing/g/busnetworking.htm