• Culinary science and hospitality research
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• v.23 no.8
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• pp.195-205
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• 2017

The purpose of this study was to compare the Starbucks in South Korea with Starbucks in U.S.A through the semantic network analysis of big data by collecting online data with SCTM(Smart Crawling & Text Mining) program which was developed by big data research institute at Kyungsung University, a data collecting and processing program. The data collection period was from January 1st 2014 to December 7th 2017, and packaged Netdraw along with UCINET 6.0 were utilized for data analysis and visualization. After performing CONCOR(convergence of iterated correlation) analysis and centrality analysis, this study illustrated the current characteristics of Starbucks for Korea and U.S.A reflected by the social network and the differences between Korea and U.S.A. Since the Starbucks was greatly developed, especially in Korea. this study also was supposed to provide significant and social-network oriented suggestions for Starbucks USA, Starbucks Korea and also the whole coffee industry. Also this study revealed that big data analytics can generate new insights into variables that have been extensively studied in existing hospitality literature. In addition, implications for theory and practice as well as directions for future research are discussed.

• Journal of Information Technology Services
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• v.15 no.2
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• pp.203-217
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• 2016

This paper explores the distribution of the retail coffee franchise stores in Seoul using geostatistical analyses. The fact that lots of coffee stores are concentrated in the central area-Jongno and Jung-gu and commercial area-Gangnam and Seocho shows that the size of the floating population and potential customers is one of main drivers for making decisions on the locations of new stores. Except these 4 districts, the number of stores and population exhibit a positive correlation. By extracting the information on the 6 large coffee franchises store locations, we calculate the both haversine distances between stores of the same franchise and between stores of different franchises. We then empirically test the sitting and marketing strategies of Starbucks, Ediya, and Paik-Dabang using distance distributions. Significant pairs of Starbucks stores located within 100m confirm the sitting strategy of Starbucks which opens additional stores at crossways, stations, near shopping malls or other business zones though there already exist Starbucks stores. Meanwhile considerable portion of Ediya stores are found near Starbucks stores, which coincides with the sitting strategy of Ediya. We also find that Paik-Dabang that uses the low cost strategy has its stores open relatively farther than other franchises from Starbucks stores.

• Journal of the Korea Convergence Society
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• v.10 no.1
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• pp.123-132
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• 2019

As the rapid pace of modern society, people's daily life is becoming tenser and busier. We need a place to relax and to release our pressure. Coffee shops therefor become one of our best choice. With the strengthening of the expansion of the localized Starbucks coffee shop, it becomes extremely urgent for other coffee shops to enhance the space environment design to become outstanding in the coffee shop market. This paper researches and compares the indoor environment design of Starbucks coffee shops in four cities in China, namely Shanghai, Suzhou, Shenzhen and Beijing and four cities in Korea, namely Busan, Seoul, Seoul and Jeju. By comparing the design characteristics and the style of the interior environment of Korea-China coffee shops, we analyze the various elements of space design and summarize the differences in the environmental design of Korea-China Starbucks coffee shops. Moreover, we propose the strategic direction for the future design and the future development of coffee shops. The survey results show that the indoor environment design of Starbucks coffee brand mainly highlights the regional cultural characteristics. Starbucks shops utilize the fashion culture elements based on the local economic and cultural characteristics, aiming at creating a characteristic coffee brand culture and promoting the vigorous development of the coffee market.

• Journal of Information Technology Services
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• v.12 no.1
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• pp.69-81
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• 2013

Open innovation concept is advocating the importance of the customer roles in firm's innovation. As a result, crowdsourcing community is drawing attention as a strategic asset for open innovation across diverse industries. Considering that the goal of crowdsourcing community is harnessing innovative ideas, understanding the characteristics of user-favorable and organization-adoptable ideas can enhance the effectiveness of idea crowdsourcing. In our approach, we extract idea content-based characteristics such as subjectivity, negativity, prosocialneess, and depth of idea to examine what are the factors that affect user preference and organizational adoption. An analysis of 71,134 ideas from MyStarbucksIdea.com shows that there are significant differences between user-favorable and organization-adoptable ideas in terms of idea characteristics. Lastly, both theoretical and managerial implications are discussed.

• Journal of Distribution Science
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• v.15 no.6
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• pp.47-56
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• 2017

Purpose - The purpose of this study is to examine the viability of imitation strategy. Imitation strategy is one of the strategic options that a late mover can choose, and by selecting the strategy, the company imitates key elements of the business model of first movers, and modifies them to suit its conditions. The author attempted to explain how the elements of first mover's business models were creatively adapted to suit the conditions of late movers so that they can secure market position face-to-face market leaders. Research design, data, and methodology - For the purpose of the study, Korean coffee franchise industry was selected to compare the strategies of first and late movers and to discuss imitation strategy in detail. The author conducted in-depth case study of first mover and business model innovator Starbucks and Ediya Coffee, one of their imitators. The paper examines how Ediya has imitated and modified the business model of Starbucks to secure its unique competitive position in domestic market by using value chain and generic strategy analysis. Results - Starbucks and Ediya were compared in terms of their interior design, the price level of beverages, the variety of side dishes, and shop locations. Starbucks have invested interior design heavily to shops, offered diverse beverages and side dishes with relatively high price, the shops are located in central areas, whereas Ediya has concentrated on achieving cost leadership in all value activities as maintaining the quality of key products. Ediya succeeded in achieving best-provider strategy, in which it enjoys both cost leadership and differentiation advantages, largely by the strategic alliance with the biggest coffee manufacturer, Dongsuh Foods in Korea. Conclusions - Though Ediya is the imitator of Starbucks, it has modified Starbucks business models and succeeded in providing the 'third place' experience for budget-minded customers. Ediya has also succeeded in benefiting its franchisees by lowering costs and simplifying the various tasks of coffee shop management. Due to these factors, Ediya could become one of the largest number shops as the coffee franchise in Korea.

• Culinary science and hospitality research
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• v.17 no.1
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• pp.12-25
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• 2011

The purpose of this study is to compare the potential effects of service quality measured in DA VINCI and STARBUCKS, which were local and overseas reputable takeout coffee shop brands respectively, upon customer satisfaction, revisit intention and word-of-mouth(WOM). In order to achieve the goal, a survey was conducted to total 230 customers who have ever visited and experienced coffee shops in Daegu metropolitan city, and valid and complete 217 copies of the questionnaire were used for the final data analysis. As a result, the determinant of customer satisfaction was coffee quality for STARBUCKS(n=94) while it included coffee quality, reliability and service attitude for DAVINCI(n=123). Respondents regarded coffee quality as the most important for revisit intention both in STARBUCKS and DAVINCI. Also, the determinants of WOM included coffee quality and reliability for STARBUCKS, and coffee quality and service attitude for DAVINCI. In addition, it was found that the path coefficient of service quality influencing both customer satisfaction and WOM proved to show partially significant difference between STARBUCKS and DAVINCI.

• Journal of Internet Computing and Services
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• v.18 no.2
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• pp.75-85
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• 2017

Open innovation, a new paradigm which utilizes customer ideas for organizational innovation directly, is evaluated as a useful method to innovate the organization itself. In this research, we analyze the case of Starbucks' online community, MyStarbucksIdea.com to examine how collective intelligence is formed out of mass customers in the community and how open innovation is to be implemented successfully. We review various challenges in implementing open innovation and then suggest practical approaches to the challenges, including customer relationship management, utilization of opinion leaders, application of engineering techniques, etc.

• Asian Journal of Business Environment
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• v.6 no.4
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• pp.13-17
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• 2016

Purpose - The purpose of this paper is to evaluate two multinational companies that seem to have reconciled the two mandates of CSR and profit maximization while becoming multibillion dollar companies and examine their organizational culture and practices and their management and leadership in order to determine the controlling factors, if any, that have elicited their success while renowned for their CSR policies. Research design, data, and methodology - This is a case study, an analytical approach, which focuses on exploring and analyzing the CSR policies of Starbucks and IKEA. Results - IKEA and Starbucks considered their position in the global business environment and their social responsibilities as crucial and did more than a cursory lip service to the issues. In fact, they both took the more difficult long-term approach and tried to resolve the root causes for the environmental and social issues in their supply chain. Ultimately though, it is the ethical leadership of the top management that sets the tone for the organizational culture and its CSR. Conclusion - IKEA and Starbucks are "living proof" that a company can be successful while treating its employees and the community of suppliers and associates with respect and dignity and while making this world a better place.

• Journal of Cadastre & Land InformatiX
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• v.48 no.1
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• pp.245-253
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• 2018

The purpose of this study is to find the factors affecting the location of a Starbucks coffee shop by using multiple regression analysis. This study is based on location theory and the data for this analysis was collected from 522 retail real estate leases in Seoul. The results of the study are as follows. First, the most important factors affecting the location of a Starbucks coffee shop are monthly rent, deposit money, and goodwill value. Second, the number of firms & employees, local economic base, location characteristics, goodwill value, the deposit money, and monthly rents affect on the location of a Starbucks coffee shop in Seoul. Third, the result shows that deposit money, monthly rents, goodwill value, and numbers of business firms are important in the process of selecting the coffee shop location.

• Industry Promotion Research
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• v.7 no.1
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• pp.9-15
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• 2022

This study tried to analyze the growth background of Starbucks, a competitive company in the Korean coffee industry. Therefore, by using the STEEP analysis technique, each company's competitiveness was analyzed and the results were used to derive competitive factors. And the research results are as follows. Looking at the social aspect, economic activity has been a catalyst for women as the standard of living has increased due to economic growth. In addition, in the case of coffee culture in the past, Starbucks' response strategy, which has seen the transformation from vending machine mixed coffee culture to a consumer market that emphasizes cultural and spatial aspects, was effective. Looking at the technical aspect, the deviation has been reduced by securing uniform standardization of the taste of coffee beans at franchise stores, and the operation of a standardized operating system was possible by operating the store directly. And looking at the economic aspect, as the coffee consumption market continues to expand, the overall size of the market has also grown proportionally, creating a stable growth environment. Lastly, looking at the environmental and policy aspects, it is that the marketing strategy direction based on the policy activities as an eco-friendly company as a market leader has been the main focus of the recent policy direction emphasizing eco-friendliness.