STARBUCKS

By Valentina T. Dumitracheeksamensnr. 413084Arhus Universitet, ASB, BAMMC class U02

AGENDA

• StarBucks – history and principles• Problem• Planning• Solutions• Anticipated Result• Summary

Principles

“What is Brewing?”

• "we view the richness of our diverse workforce as an asset that encourages creativity and innovation, helps us recruit and retain top talent and makes us more attractive as an inclusive employer, ultimately enhancing our success."- view on diversity

• “StarBucks doesn't see itself as a company of people serving coffee. We're a coffee company that serves people.”

PROBLEM

How can internal communication become both up-to-date and cost efficient?

The problem :- “current communication with employees is very obsolete”-the internal communication program was developed in 2000 and is out of date.Recent surveys show very high rates of employee dissatisfaction with the current communication channels used within the company.-the current internal communication channels (the bi-weekly newsletter –”What is Brewing?”) are both inefficient and expensive

Changes in the world today

• Globalization• Technology• Innovation• Interdependency

We belong to an internet generation. We all pay more attention to emails and memos, thus as a company we

must adapt to our employees needs.

PLANNING

Systems TheoryEnvironmentCoordinationCollaborationAdaptabilityImportance of the wholeCommunication helps organizations in these processes.

• System metaphor( Farace, Monge and Russell’s “Communicating & Organizing” ,1977)

• Hierarchical ordering, • Interdependence • PermeabilityNetwork links (Monge & Contractor 2001, p 442) • strength( good information flow)• symmetry (same goal, same community)• multiplexity (different kind of content (innovation , work ,

social ideas) that flow through a particular link

Cultural Approach• Communication and social interaction contribute to create

organizational culture.

• Organizational Culture - the emerging and fragmented values, practices, narratives and artifacts that make a particular organization “what it is”

• “Each organization has its own ways of doing what it does and its own way of talking about what it is doing” O’Donnell-Trujillo (1984).

• Cultures are emergent - develop and shift over time depending on multiple environmental factors.

Miller (2012)

Models

Maslow’s Pyramid Human Relations Maslow’s Hierarchy of Needs Communication is a 2 way

process From top management

downwards and from the employees upwards

Media Richness Model

Richard L. Daft and Robert H. Lengel

-used to rank and evaluate the richness of certain communication mediums, such as phone calls, video conferencing, and email.Based on contingency theory and information processing theory, it explains that richer, personal communication means are generally more effective for communication of equivocal issues than leaner, less rich media.Information richness is defined by Daft and Lengel as "the ability of information to change understanding within a time interval"

The dual capacity model

(Sitkin, Sutcliffe & Barrios-Choplin, 1992)

Change within a company is a long process, and change is needed in order to remain one of “The Best “.Thus the model from Organizational Change and Leadership Processes (Milller, 2009) fully explains how important is to take everything into consideration while trying to induce change within an organization .

The first Model from Cultural Approaches (Miller 2009), provides us information o how to proceed and what factors to take into consideration , while considering solutions.

employee network= organizational culture+ newscience system theory & technology processes( which includes parts of the assimilation theory for new employees)

A network would have more layers: • Management section- organizing and monitoring it,

establishing meeting and setting their dates, etc.• Employee section- electronic e-mail newsletter,

personalized work email and work number to access the database, talk to the upper management,forum etc.

Solutions

Coffee Break: Starbucks

Secret Menu

A strong interconnected cultureResult: the flow of information and awareness within the company is increasedEnsures productivity and loyalty towards the brandGuarantees information being delivered time efficiently and ensures face to face interaction when desired. Costs will be noticeably become lower due to the change from printing (other means )to upgraded software which would keep all the StarBucks companies interrelated giving it a sense of community.

Summary

• Problem : How to increase the internal communication and to lower expenses?

• Solution: An employee network that will have more facilities for employees and that will reduce expenses within the company.

• Result?

NOTThis

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