Keys to Successful International Expansion: Lessons from Starbucks in Japan, Turkey, and Brazil
Project by Polygence alum Mao
Project's result
Conducted a research project on Starbucks’ international expansion and earned UCI academic credit. Presented findings in an asynchronous Polygence symposium presentation.
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Summary
In today's world, many companies are attempting to expand into international markets to increase sales and overcome the limitations of saturated domestic markets. Therefore, international expansion is an important strategy for companies to grow their business. However, not all companies that enter international markets achieve success, and the reasons why only a select few succeed remain poorly understood. This paper examines Starbucks, which stands out as a model of international business success, and investigates whether it achieved successful international expansion in Japan, Turkey, and Brazil through specific strategies. It is hypothesized that Starbucks' success is underpinned by three key strategies: cultural adaptation, partnerships, and ethical branding. This study analyzes data related to overseas expansion and case studies of actual actions taken by Starbucks. This research provides practical guidelines for companies seeking to build trust, strengthen their brand, and achieve sustainable growth overseas.
Jaramogi
Polygence mentor
MS Master of Science
Subjects
Social Science, Business
Expertise
Business management, digital transformation, people operations
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Mao
Student
Graduation Year
2026
Project review
“In the conversation with my mentor, I not only learn how to structure the research paper, but I also learn the business terms that I did not know. This project made me realize how much more I want to learn about the world. I gained an understanding of how culture shapes our lives through business. It also reminded me of my goal to become a bridge that connects people and ideas across countries.”
About my mentor
“My mentor was excellent to work with. He was knowledgeable and always encouraging. What I appreciated most was that he not only guided me with my research paper, but also asked me about my future goals and how this project could connect to them. He helped me think about the best methods to carry out my research, and encouraged me to reflect on whether this topic was truly what I wanted to pursue. Thanks to his support, I was able to stay motivated, think critically, and gain clarity about my academic interests.”
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