Starbucks-Corporate-Culture星巴克企业文化

Effects of Organizational Ethics and Corporate Culture
› Employees share in “Starbucks Experience “ › Reduction in employee turnover rate
– 20% Management – 80% Lower tier (Avg retail turnover rate + 200%)
Introduction
› The following topics will be discussed:
– Diversity and Customer Focus – Organizational Structure – Networking – Organizational Ethics – Employee Relations – Corporate Citizenship
› Long-term plans include improving corporate ethics by 2015 by:
– Ethical sourcing – Environmental stewardship – Community involvement.
› Created International Youth Foundation, Give2Asia, China Education Project
Organizational Structure
› Howard Schultz – CEO › Restructuring has created new positions for flatter organization:
– – – – – – Global Real Estate Design Mgr Global Strategy Mgr Human Resource Strategy Mgr Customer Experience Mgr Marketing & Brand Strategy Mgr Store expeditors at all locations
Organizational Ethics
› Supports six point mission statement › Mission statement is guiding principle and holds it up as a filter for decision making › Employee training includes review of mission statement, customer service theory and corporate culture › Starbucks New Partner Training Plan includes training on ethics, ergonomics, safety, legal compliance, hands-on training
Organizational Structure
› Flatter organizational structure will:
– Lead to more efficient and more effective business strategy – Streamline information flow from customer and low-tier employee to corporate level – Keep customer and bottom line a priority to Starbucks business strategy – Utilize new employee manual to streamline production and increase employee efficiency
References
Baldwin, G. (2008, July). Saving starbucks: 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=00931 Durham, H. (2009, March 27). Our new seasonal coffees. Retrieved May 3, 2009, from Starbucks coffee company Web site: http://www.starbucks.com/coffee/b213-our-new-seasonal-coffees.aspx Great entrepreneurs. (2001). Retrieved May 3, 2009, from My Primetime Web site: http://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.html Hammer, M (October 2003). Pleasing employees, pouring profits. Workforce Management, 58(2) Retrieved on May 2, 2009, from Gale database Roberts, J. (2008, June 8). Social networking for business is next big thing. Retrieved 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, 2009, from http://www.reuters.com/article/pressRelease/idUS203894+11-Jan-2008+BW20080111 Simpson, J. (2009, March 16). Three great coffees for our clover stores in march. Retrieved May 3, 2009, from Starbucks Coffee Company Web site: http://www.starbucks.com/coffee/b179-three-great-coffees-for-ourclover-stores-in-march-.aspx Spolsky, J. (2008, August). How hard could it be? : good system, bad system. Inc. The Daily Resource For Entrepreneurs. www.inc.com/magazine/20080801/how-hard-could-it-be-good-system-bad-system.htm
Diversity and Customer Focus
› Management execs regularly visit stores to ensure quality › Strategies are implemented to enhance benefits for customers and employees › Customer ownership and loyalty are key to success › Customer feedback regularly solicited
Starbucks Corporate Culture
Katie Brindley, Michelle Grant, Evangelita Nez, Ryan Scalmanini and Robin Tigler University of Phoenix PSY428 – Organizational Psychology May 18, 2009
Conclusion
› Starbucks has become the most successful company in gourmet coffee by integrating:
– – – – – – Restructuring of organization Social Networking Focus on Diversity and Customer Service Global promotion of ethical business practices Strengthening employee relations Promoting corporate citizenship
Starbucks Networቤተ መጻሕፍቲ ባይዱing
› “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 and dedicated clientele Allows open forum for ideas and discussion Provide customers the ability to provide ideas on products and service – www.Mystarbucksidea.com
› Results in more satisfied/happy employees › Results in value oriented ethics
Corporate Citizenship
› Developed the Shared Planet™:
– Reflects company’s desire to conduct business in responsible manner
Diversity and Customer Focus
› Starbucks is not a “franchise” › Customer base includes all nationalities › Repeat customers include business professionals, healthcare professionals, students › Store locations are international › Sites include schools, malls, hospitals, airports, grocery chains
Employee Relations
› Starbucks promotes frequent visits to store locations from regional/district mgrs › Encourages open employee communications › Starbucks values each employee as “partner” › Employees provided medical, vision/dental, 401k/stock options, tuition reimbursement, vacation