Acculturation is a process of exchanging ethnic features between two different cultures, that affects and influences on consumer buying behaviour, and consequently should be seen as a very important factor into organizations' marketing research, strategy, planning and execution. This research tries to critically analyse the way the acculturation process influences and influences on ethnic minority group and local human population. It is based upon a comprehensive bibliographical research on marketing management to be able to build a consistent theoretical construction to be used as the basement of this studied subject matter area.
Keywords: organizational behaviour starbucks, starbucks culture
Starbucks is the most significant coffee chain on the globe. Right from the start, Starbucks set out to be a different kind of company. One which not only celebrated espresso and the rich traditions, but that also helped bring a sense of interconnection. Their quest is to inspire and nurture the human being spirit - one individual, one cup, and one area at a time (Kembell, 2002).
Starbucks as a brand attempts to provide their customers with not only exotic tasting caffeine but with a distinctive atmosphere which invites people to come and relax and enjoy their caffeine experience. It really is this unique quality of service that the brand 'Starbucks' is well known throughout the world for and this is what places them aside from their myriad quantity of competitors round the world (Kembell, 2002).