Experiencing the Starbucks Experience - A Cultural Analysis of the Effects of Glocalization
The Malmo Central Station Starbucks opened in 2012 as one of the first Starbucks shops in Sweden. The shop works as a transient location, skillfully designed around its train station location and historical aesthetic. It here functions as one of Starbucks’s first forays into coffee- and fika-minded Sweden, where it must balance appealing to Swedish customers who are new to the brand and internatio