KEHADIRAN STARBUCKS SEBAGAI LAMBANG KAPITALISME AMERIKA SERIKAT DI TIONGKOK

Abstract

This paper discusses the impact of Starbucks presence as a style of Western capitalism in China through the analysis of Conscious Capitalism developed by John Mackey and Professor Raj Sisodia. The glory of Starbucks in China has started since the opening of its first outlet in 1999. The high level of consumerism in China is the reason behind the success and glory of Starbucks capitalism in China. In contrast to other patterns of consumerism and business capitalism, which tend to cause economic, ecological and humanistic crises, in this paper the author argue that the presence of Starbucks in China has a positive impact. This can be proven by the application of the principles of Conscious Capitalism by Starbucks in the midst of the flow of Chinese consumption, consumerism and capitalism. The principles of conscious capitalism applied by Starbucks are; (1) higher purpose; (2) stakeholder orientation; (3) culture orientation; and (4) conscious leadership.