: Starbucks & Bilka - A match made in Heaven?
Translated title
Starbucks & Bilka - A match made in Heaven?
Author
Degn, Mette
Term
4. term
Publication year
2014
Submitted on
2014-06-02
Pages
108
Abstract
This thesis examines the strategic collaboration between Starbucks and the Danish hypermarket chain Bilka, asking why Starbucks would enter this partnership and whether it benefits the brands and images of both companies. Grounded in an interpretivist approach, the study conducts a comparative strategic brand analysis using concepts of corporate identity, corporate brand, corporate image, the experience economy, and culture. Cultural perspectives include Starbucks' American heritage, debates about Americanization, and contrasts between Danish and American coffee cultures. Empirically, the analysis draws on an online survey, interviews, observations, and relevant secondary sources to compare how the companies present themselves with how consumers perceive them, and to gauge Bilka customers' views on the cooperation and their willingness to visit Starbucks locations in or around Bilka. The thesis maps key similarities and differences between the firms, discusses potential advantages and risks for each brand, and reflects on how experiential retailing may support Bilka's revitalization efforts. While not claiming definitive causal findings, the study offers a holistic, critically informed overview that provides grounded insights into the partnership's strategic fit and its possible implications for Danish consumers.
Specialet undersøger det strategiske samarbejde mellem Starbucks og den danske hypermarkedskæde Bilka med fokus på, hvorfor Starbucks vælger samarbejdet, og om det gavner begge virksomheders brands og image. Med udgangspunkt i en fortolkende tilgang gennemføres en komparativ strategisk brandanalyse baseret på begreber som virksomhedsidentitet, corporate brand, corporate image, oplevelsesøkonomi og kultur. De kulturelle perspektiver omfatter Starbucks' amerikanske arv, diskussioner om amerikanisering samt forskelle mellem dansk og amerikansk kaffekultur. Empirisk bygger analysen på en online spørgeundersøgelse, interviews, observationer og relevante sekundære kilder for at sammenholde virksomheders selvfremstilling med forbrugernes opfattelser og for at afdække Bilka-kunders holdninger til samarbejdet samt deres villighed til at besøge Starbucks-enheder i eller omkring Bilka. Specialet kortlægger centrale ligheder og forskelle mellem virksomhederne, diskuterer mulige fordele og risici for hvert brand og reflekterer over, hvordan oplevelsesbaseret detailhandel kan understøtte Bilkas revitalisering. Uden at postulere endelige årsagssammenhænge giver studiet en helhedsorienteret og kritisk funderet oversigt, der leverer viden om samarbejdets strategiske match og dets mulige betydning for danske forbrugere.
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