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A similar development occurred in South Korea, where Starbucks initially Ii-censed its format to ESCO Korea Ltd. in1999. Although ESCO soon had 10 very successful stores open, Starbucks felt that ESCO would not be able to achieve the company's aggressive growth targets, so in December 2000 it converted its licensing arrangement into a joint venture with Shinsegae, the parent company of ESCO. The joint venture enabled Starbucks to exercise greater control over the growth strategy in South Korea and to help fund that operation, while gaining the benefits of a local operating partner.

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  • 2 decades ago
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    相似的發展發生了在南韓,在1999年,Starbucks 最初與ESCO 南韓有限公司的 Ii-censed模式。雖然ESCO 很快就開了10 個非常成功的商店,但Starbucks 認為ESCO 不能達到公司的要求的成長目標。因此在2000 年12月它改變了作法,與Shinsegae, ESCO 總公司成為合資企業。合資企業使能Starbucks 在南韓更加可以發展,並掌控成長策略,這是得到一個地方性的夥伴的好處。

    Source(s): some ideas
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