Starbucks Corporation in Albania: a discussion about franchising path and opportunities in global economy Online publication date: Wed, 23-Nov-2022
by Agim Mamuti; Megi Ikonomi; Francesco Caputo
International Journal of Business and Globalisation (IJBG), Vol. 31, No. 4, 2022
Abstract: Internationalisation and globalisation are challenging topics that are attracting the interest of a growing number of researchers worldwide. Unfortunately, the state of literature about these topics is mainly focused on the consequences and effects of companies' internationalisation and market globalisation underestimating the evaluation process that is required for ensuring the success of strategy for company's internationalisation. With the aim to enrich this thrilling debate, the paper proposes a brief overview about some key elements that a well-known global brand - Starbucks - should evaluate for when evaluating a possible penetration strategy in the Albanian market. The research path summarises key reflections about company's profile, company's financial structure and market perceptions and orientation for briefly depicting the complexity of internationalisation strategies and globalisation trends.
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