Starbucks

The Third Place Of Our Lives Starbucks Corporation is one of the most influential companies in the world that has been specialized in retail coffee shop industry. The company was founded in 1971 in Seattle by three scholar friends Jerry Baldwin, Gordon Bowker and Zev Siegl. The original name was Starbucks Coffee, Tea, and Spice. Though their business was profitable, Starbucks started to prosper rapidly since 1982, after Howard Schultz joined the company and became its chairman, president and CEO. Now, we can see Starbucks’ logo on over 15000 stores in around 50 countries. Since its opening, the company has adopted very strong organizational culture with its unique communication methods, work environment, traditions, requirements, and etc. According to Howard Schultz, “We are not in the coffee business serving people; we are in the people business serving coffee.” Starbucks Corporation’s mission states that everyone in the company works, “To inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time.” After a close observation of that document, we can identify the ways that Starbucks proceeds to fulfill its mission. The company’s people follow to the principles that became company’s priorities in its daily activities. They are concerned about high quality of the coffee they serve, not forgetting about improving the lives of those people who grow them. Everyone in the company respects others and values diversity in the workplace. They are highly dedicated to their customers and the neighborhoods they are located by building strong connections with them. Starbucks stores have become an ideal place for socialization among diverse customers. In addition all of that, the people of Starbucks are also concerned about the environmental issues (Starbucks Coffee Company, n.d.). As a Starbucks customer, I have not noticed any differences between its espoused and enacted values. For example, whenever I am in Starbucks, I always see friendly staff providing an outstanding customer service with high quality product. As I mentioned, the customers of the coffeehouse are diverse. I can see both famous celebrities and homeless people enjoying their cup of coffee in the cozy stores of Starbucks. Meanwhile, some critics of economic globalization blame Starbucks with pushing small coffee shops away from the business in the neighborhood (Klein, 2000). The role of communication is very vital in perception and organizational culture. Managers need to find effective communication channels to pass their company’s vision and philosophy to their employees. After receiving a clear message from the company’s leadership, employees will know what is acceptable and what is not. By watching Starbucks Corporation’s employees’ work we can tell that they exactly know what their management expects from them. Starbucks employees have unique style of communicating with their customers. They create positive and friendly environment by greeting and smiling to their customers. Many of them try to remember not only the names of their visitors but also the name of their kids, and even pets (Michelli, 2006). For example, I was first introduced to Starbucks coffee nine years ago when I had just moved to the United States. Though that particular period of my life my English was very limited, and I had difficulties to communicate with people, I felt the barista’s warm and positive energy towards me when I got my cup of coffee. Mr. Schultz is right when he states that they are in people business serving coffee. Every Starbucks employee knows that by his or her actions customer judges about their company’s values. They know also that the company takes care of its employees by giving them very valuable benefits and empowerment. The employees are free in their actions in order to provide exceptional customer service (Michelli, 2006). When two or more people interact to each other, sooner or later, some differences in their opinions will appear, and the conflict in communication will arise. The role of conflict is significant in order to discuss new ideas and find an optimal solution for the problem. The management of Starbucks found its unique way of solving organizational conflicts. They set up special working group called Mission Review Committee. All the parties in Starbucks Corporation can address their concerns to that committee (Michelli, 2006). According to Dr. Joseph A. Michelli, who studies the practice of successful businesses, the principals that have made Starbucks Corporation one of the successful companies in the world can be applied to any business in order to succeed. Those principals have made Starbucks as the “third place” for its customers after their homes and work.