The Starbucks Joint Venture in India: Making Expansion in India as Successful as It Was in China


This case study examines Starbucks’ expansion into India and the new Tata-Starbucks joint venture. Because of its success in China, Starbucks leadership was excited about expansion in India. However, the company has struggled to get a foothold and quickly become profitable in India. In this case, students are first put in the position of a Starbucks executive in India. To provide helpful context, students are then provided with background information about the Starbucks expansion into China and India and then presented with the particular challenges that the leaders at Starbucks faced in India. Students are asked to consider the leadership decisions that must be made and come up with some appropriate next steps.

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