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"Glocalization": How Starbucks is Leveraging Local with Its Global Brand

The challenge with any global retail brand is how to design a strategy that communicates brand consistency, and scales, while also demonstrating respect for, and taking advantage of the individual locations and communities in which it operates. Starbucks has made a significant commitment to implementing sustainable, globally recognizable and locally relevant design. President of Global Development, Arthur Rubinfeld, discusses how the company has managed to successful incorporate sustainable and local elements-from sourcing tables in a Paris flea market to salvaging old espresso machines-without losing the essence of the Starbucks brand.

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