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https://www.researchgate.net/publication/349733613_Corporate_Language_as_Corporate_Strategy_to_Sustainable_Brand_in_Indonesia_Case_of_Starbuck_Language

Abstract

This study aims to determine the success of the Starbuck brand in penetrating Indonesian coffee market, by conducting an analysis to determine the direct and indirect effects of the corporate language and corporate strategy used and implemented, in order to achieve a sustainable brand of Starbuck in Indonesia. The method used in this research is descriptive qualitative using secondary data and literature analysis to explain and describe the collaboration of corporate language and corporate strategy to creating a sustainable brand. The results obtained, Starbuck Indonesia were succeeded in assimilating corporate language and corporate strategy to penetrated Indonesian market and ensuring the sustainability of the Starbuck Company brand in Indonesia.