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Starbucks Corporation in Albania: a discussion about franchising path and opportunities in global economy

Author

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  • Agim Mamuti
  • Megi Ikonomi
  • Francesco Caputo

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.

Suggested Citation

  • Agim Mamuti & Megi Ikonomi & Francesco Caputo, 2022. "Starbucks Corporation in Albania: a discussion about franchising path and opportunities in global economy," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 31(4), pages 412-432.
    • Handle: RePEc:ids:ijbglo:v:31:y:2022:i:4:p:412-432
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