Introduction
Starbucks is an American based coffee and coffeehouse company. Founded
in 1971, the company is amongst the leading brands in the coffee industry
globally. Precisely, Starbucks operate across 64 countries with 23,187 stores
and 17000 dedicated employees (Volle, 2021).
Apart from coffee, Starbucks stores serve wide range of products that
include snacks and full-leaf teas.
Organizational behavior is one of the components that are salient to
Starbucks and it starts with its top-level management. The success of Starbucks has been primarily
because of its consistent and well implemented of the organizational behavior
practices. Among the organizational behavior concepts where the company has
been performing exemplary are motivation and HR practices. Thus, the Starbucks case analysis report
narrow down motivation and organizational culture OB practices to “paying
attention to employees’ job attitudes” and “ looking at the organizational
structure and organizational culture”.
The rest of the Starbucks case analysis report is structured as
follows: section two is the literature analysis of “paying attention to
employees’ job attitudes” and “looking at the organizational structure and
organizational culture” OB practices. The report targets to expound on the
concepts using the relevant theories and literatures. Section three entails
analysis the two selected OB practices in relation to Starbucks coffee company.
Furthermore, the analytically argument is built on the strengths and weakness
of Starbuck’s approaches on the concepts. Section four and the concluding
section is the recommendation and conclusion. The section summarizes the key
findings on the case analysis and provides some recommendations.
Literature review
An organization has the potentialities to reduce absenteeism, minimize
workers turnover, and enhance employee’s motivation and also balloon
productivity and profitability by implementing the rudimentary organizational
behavior component successfully. In this context, within the operation of an
organization, OB practices pinpoint the difference between success and failure.
The realm has been the recipe of a success of a myriad business organization in
the contemporary world. Therefore,
organizational behavior is defined as subject that explores the impact
individuals, groups and companies have on the behavior in an organization
purposely for application of such knowledge for the enhancement of an
organization’s effectiveness. Since OB
is a broad concept it can be subdivided into mini-concepts. Mini-concepts include but not limited to
“paying attention to employees’ job attitudes” and “looking at the
organizational structure and organizational culture”.
The assessment of the employees’ attitude is imperative in pinpointing
the employees who will leave or stay employees who will have a better
performance and employees who will be more engaged. Thus, it’s prerequisite in
tracking of satisfaction and commitment levels central to the health of an
organization. The attitudes have the
potential to influence employees’ behaviors in terms of job satisfaction and
organizational commitment. The work
attitude can be explained in terms of the personality test and based on the big
five personality model work: openness, neuroticism, agreeableness, extraversion
and conscientiousness (Rothmann et
al., 2003). It is imperative for
the organization to understand that positive affective disposition of
employees tend to make them more
satisfied with their jobs and commitment to the organization while individuals
with negative disposition are less satisfied and committed to the
organization. Neurotic personality is
individuals who are less satisfied with their job while those whose emotion is
more stable are satisfied with their job. Traits such as openness, extraversion
and conscientiousness are regarded as positive work attitudes. These types of
employees are regarding the environment of their job to be more positive. Also,
they perceive their parent company to have a better relationship with them and
make them happy hence it increases their satisfaction and commitment.
Another aspect of the organizational behavior is organizational
culture and structure. On one side,
organizational culture is an intrinsic factor of the OB. In other words, it
plays a central role in directing the way employees behave in an organization
by interior operations and by influencing assumptions, values, norms etc. as
per the organization protocol. On the other side, organizational structure is a
salient factor of the OB that influences people behaviors from outside by
creation of limitations set by factors such as division of labor. Thus, the
fundamental behavior of an individual in an organization is because of the
effect of culture and structure (Francesco et al., 2005). Based on the McClellard’s need theory
organizational structure is centered on the need for achievement, power and
affiliation. Precisely, the need for
achievement entails excellence in maintaining positive attitudes and norms to
achieve the organizational goals and overcome challenges. Also, it ensures that through there are
limitations to influence people from outside due to organizational structure.
The need for power influences the norms and behaviors of other employees to
work towards the same goal and finally, need for affiliation ensures there is
positive and close relationship in an organization.
Analysis of OB at Starbucks
Starbuck paying close attention to employees attitude makes them
people oriented. Through motivation of the employees the company increases
productivity and minimizes employee turnover.
Starbucks has been fostering strong belief in promoting positive workers
behaviors and ensure all the employees are working as a team on all levels in
the organization (Mosely, 2007). The paying attention to the employees attitude
has enable the company to make each of them to be accountable and responsible
depending on their strength in functioning their duties in relation to the
supporting of the organizations goals
and visions. However, paying close attention to employees’ attitude will
require the company to provide enough opportunity and training to its human
capital which is expensive since a lot of resources are needed to improve on
the human resources
Starbucks organizational culture is confined to product, people and
its store ambience. The company strives to provide to level coffee experience
that improves the life of young people and curious adults. Therefore, the
involvement and the personal interaction are central to Starbucks experiences (Schultz et al., 2012). Since, the
company stands for passionate and committed employees, the organizational
culture have enabled the company to treat its employees with respect and
dignity. On the other hand, the
organizational structure at Starbucks was developed in a manner that it enables
proper attention is provided to all its departments as well as ensuring there
is proper and effective division of all the responsibilities and duties.
However, at Starbucks, a major transformation attempt makes worsen the
situation. If any of the organizational culture and structure beliefs are
shaky, the organizational change may weaken the system further. Therefore, the
company will be forced to employ serious motivation to solve performance
problems which is very expensive
Conclusion
From the organizational behavior, it is certain that it behaviors of
employees in an organization varies from one employee to another. The theories in the case study have helped in
pointing out the reason behind complex and several employees’ behavior.
Furthermore, it’s prerequisite for the company to shape them around its goals
and objectives. Starbucks is people oriented therefore it has been paying close
attention to its employees attitudes to function its effective and efficient
system to provide to its customers top-notch experience via quality products
and achieve a sustainable improvement.
For an effective organizational behavior the paper recommends the
following:
ü
Effective communication channel to communicate organization change to
employees
ü
To provide motivation at all levels of performance to boost attitude.
References
Francesco, A.M. and Gold, B.A., 2005.
International organizational behavior.
Rothmann, S. and Coetzer, E.P., 2003. The big
five personality dimensions and job performance. SA Journal of
industrial psychology, 29(1), pp.68-74.
Mosley, R.W., 2007. Customer experience,
organisational culture and the employer brand. Journal of brand
management, 15(2), pp.123-134.
Schultz, H., 2012. Pour your heart into
it: How Starbucks built a company one cup at a time. Hachette UK.
Volle,
P., 2021. Rhetorical history and strategic marketing: the example of
Starbucks. Journal of Historical Research in Marketing.
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