Not Just a Cup of Coffee-Starbucks' Organizational Culture Study  

作　　者：周清芬[1] 

机构地区：[1]上海杉达学院

出　　处：《海外英语》2018年第5期242-244,共3页Overseas English

摘　　要：Organizational culture is a system of shared meaning held by its members that distinguishes their organization from other organizations(Schein EH. 1996, p. 229-240). It is a structure of values, beliefs, and assumptions deemed appropriate in thinking and acting inside an organization. Organizational culture is relative to a company's success. Storytelling, organization rituals,and corporate socialization can reflect organizational culture. Those are a series of cultural artifacts or the perceptible facets of an organization's culture that help materialize the company's success. Starbucks is both a successful company and brand that with a special and great organizational culture. Its motto:"We aren't in the coffee business, serving people. We are in the people business, serving coffee,"or, to put it more simply,"Starbucks is pretty darn nice place to hang out"(Serwer and Bonamici). Starbucks doesn't just sell coffee. They sell spiritual culture. They sell a feeling that can increase peace and relax, instead of noises from outside. That's why Starbucks Coffee Shops have become America's, and even the world's public living and dining rooms.In 1971, the fist Starbucks store opened in Seattle. There are over 11,000 Starbucks locations in 37 countries. This paper examines the Starbucks' culture through their storytelling, place, organization rituals, and corporate socialization, and various other customs.Organizational culture is a system of shared meaning held by its members that distinguishes their organization from oth- er organizations （Scheiu EH. 1996, p. 229-240）. It is a structure of values, beliefs, and assumptions deemed appropriate in think- ing and acting inside an organization. Organizational culture is relative to a company＇s success. Storytelling, organization rituals, and corporate socialization can reflect organizational culture. Those are a series of cultural artifacts or the perceptible facets of an organization＇ s culture that help materialize the company＇ s success. Starbucks is both a successful company and brand that with a special and great organizational culture. Its motto： ＂We aren＇t in the coffee business, serving people. We are in the people busi- ness, serving coffee,＂ or, to put it more simply, ＂Starbucks is pretty darn nice place to hang out＂ （Serwer and Bonamici）. Star- bucks doesn＇t just sell coffee. They sell spiritual culture. They sell a feeling that can increase peace and relax, instead of noises from outside. That＇ s why Starbucks Coffee Shops have become America＇ s, and even the world＇ s public living and dining rooms. In 1971, the fist Starbucks store opened in Seattle. There are over 11,000 Starbucks locations in 37 countries. This paper exam- ines the Starbucks＇ culture through their storytelling, place, organization rituals, and corporate socialization, and various other customs.

关 键 词：culture STORYTELLING rituals SOCIALIZATION place 

分 类 号：G0[文化科学]