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Culture and Communication in Starbucks Coffee Company

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Culture and Communication in Starbucks Coffee Company

Name: Yuan Long

Course Title: Culture and Communication

-Taking Starbucks Company as an Example

Date: September 7, 2015


Abstract

The organizational culture means the ideology, value and habits formed in the organization. When we take a company for example, the company culture includes the operating values, the developing strategies, the goals, the ethic of the employees, the social image of the company and so on. The organizational culture can determine the communication and the communication can also influence the culture. In this paper, the author will explain the relationship between culture and communication and the importance of conflict in Starbucks Coffee Company.

Key words: culture; communication; conflict


Chapter One

The Culture in Starbucks Coffee Company

As we all know, Starbucks Company is one of the most successful companies in the United States. There are more than 13,000 stores all over the world now. When we try  to  analyze the  reasons  for  its  success, we  need to  talk  about the  culture of Starbucks Coffee Company.

The Content of the Culture in Starbucks Coffee Company

First of all, Starbucks Coffee Company pays high attention to customer experience. Just  as  the  Chief  Executive  Howard  Schultz  said  that  as  customers become more and more wise, they are not easy to fall in love with a brand. Therefore, people have more choices to make and it is difficult for companies to build a band. Starbucks sells not only the product but also the cultural experience. The companies values communication very much. If several customers come to enjoy the coffee, a waiter will communicate with you so that they will know your flavor. When you have any questions, they will also answer the questions patiently. Secondly, the Starbucks Company tries to create a culture of belonging, inclusion and diversity for the employees. The company creates a good working environment for the employees such as  decent  salary  and  good  feedback  system  so  that  the  employees  can  throw


themselves to the career.

The espoused values also align with the enacted values. “ We realize our people are the cornerstone of our success and we know that their ideas, commitment and connection to our customers are truly the essential to the Starbucks Experience” (Starbucks, 2008). If we open the website of the company, we will find more than 30 blends of coffee. When you come to the coffee store, you can enjoy the beautiful music and good service. Starbucks communicates their mission, responsibility and values in both the website and in the store. Besides, the employees here can enjoy high salary and share the  stocks  of  the  company. Employees are encouraged to express their own points of view so that the company can communicate with the employees well.

Chapter Two

The Communication in Starbucks Company

The guiding principle of the company is “Provide a great work environment and treat each other with respect and dignity; embrace diversity as an essential component in the way we do business; apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee; develop enthusiastically satisfied customers all of the time’ contribute positively to our communities and our environment; and recognize that profitability is essential to our future success” ( Starbucks, 2008). However, the Starbucks company had attracted both admires and critical opinion in the perspective of communication. An article published by Public Relations Tactics

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