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VILNIUS GEDIMINO TECHNIKOS UNIVERSITETAS Violeta Buiko VILNIUS GEDIMINO TECHNIKOS UNIVERSITETAS VERSLO VADYBOS FAKULTETAS TARPTAUTINĖS EKONOMIKOS IR VADYBOS KATEDRA Violeta Buiko „KAVOS NAMŲ“ VERSLO INTERNACIONALIZAVIMAS INTERNATIONALIZATION OF „COFFEE HOUSES“ BUSINESS Baigiamasis magistro darbas Verslo vadybos studijų programa, valstybinis kodas 62403S121 Tarptautinio verslo specializacija Vadybos ir verslo administravimo studijų kryptis Vilnius, 2010 VILNIAUS GEDIMINO TECHNIKOS UNIVERSITETAS VERSLO VADYBOS FAKULTETAS TARPTAUTINĖS EKONOMIKOS IR VADYBOS KATEDRA TVIRTINU Katedros vedėjas ______________________ (Parašas) Borisas Melnikas__ (Vardas, pavardė) ______________________ (Data) Violeta Buiko „KAVOS NAMŲ“ VERSLO INTERNACIONALIZAVIMAS INTERNATIONALIZATION OF „COFFEE HOUSES“ BUSINESS Baigiamasis magistro darbas Verslo vadybos studijų programa, valstybinis kodas 62403S121 Tarptautinio verslo specializacija Vadybos ir verslo administravimo studijų kryptis Vadovas Doc. Dr. Rasa Smaliukienė _________ __________ (Moksl. laipsnis, vardas, pavardė) (Parašas) (Data) Konsultantas___________________ __________ __________ (Moksl. laipsnis, vardas, pavardė) (Parašas) (Data) Konsultantas____________________ __________ _________ (Moksl. laipsnis, vardas, pavardė) (Parašas) (Data) Vilnius, 2010 2 VILNIAUS GEDIMINO TECHNIKOS UNIVERSITETAS VERSLO VADYBOS FAKULTETAS TARPTAUTINĖS EKONOMIKOS IR VADYBOS KATEDRA TVIRTINU Socialinių mokslų mokslo sritis Katedros vedėjas Vadybos ir administravimo mokslo kryptis ______________________ (Parašas) Vadybos ir verslo administravimo studijų kryptis Borisas Melnikas__ Verslo vadybos studijų programa, valstybinis kodas 62403S121 ____ (Vardas, pavardė) Tarptautinio verslo specializacija ______________________ (Data) BAIGIAMOJO MAGISTRO DARBO UŽDUOTIS ……......................Nr. ............... Vilnius Studentui (ei) ..........................................Violetai Buiko. …............................................…........…..... (Vardas, pavardė) Baigiamojo darbo tema: „Kavos namų“ verslo internacionalizavimas patvirtinta 20…m. ……………….…… d. dekano potvarkiu Nr. …………. Baigiamojo darbo uţbaigimo terminas 20…m. ……………….…… d. BAIGIAMOJO DARBO UŢDUOTIS: ................................................................................................................................................................ ................................................................................................................................................................ ................................................................................................................................................................ ................................................................................................................................................................ ................................................................................................................................................................ ................................................................................................................................................................ Baigiamojo darbo rengimo konsultantai: ................................................................................................................................................................ ................................................................................................................................................................ (Moksl. laipsnis, vardas, pavardė) Vadovas ................................ ...... Doc. Dr. Rasa Smaliukienė........................... (Paraša ) (Moksl. laipsnis, vardas, pavardė) Uţduotį gavau ………………………………….. (Parašas) ……………………………….. (Vardas, pavardė) ……………………………..….... (Data) 3 Vilniaus Gedimino technikos universitetas ISBN ISSN Verslo vadybos fakultetas Egz. sk. ……….. Tarptautinės ekonomikos ir vadybos katedra Data ….-….-…. Verslo vadybos studijų programos baigiamasis magistro darbas Pavadinimas „Kavos namų“ verslo internacionalizavimas Autorius Violeta Buiko Vadovas Doc. Dr. Rasa Smaliukienė Kalba X lietuvių uţsienio ANOTACIJA Baigiamajame magistro darbe nagrinėjamos kavos namų verslo internacionalizavimo strategijos, metodai, problemos, verslo internacionalizavimo teorijos, tarptautinių verslo tinklų teorijos, globalaus verslo plėtimosi galimybės ir sunkumai. Pateikti yra kavos namų verslo internacionalizavimo modeliai, jų analizė ir palyginimas. Yra išanalizuoti mikro ir makro aplinkos faktoriai įtakojantys kavos gėrimo tradicijas ir poreikius o taip pat pokyčius kavos namų versle. Darbo eigoje yra atlikti tarptautinių kavos namų verslo internacionalizavimo proceso tyrimai bei atlikta kavos namų rinkos apklausa. Išnagrinėjus teorinius ir praktinius kavos namų verslo internacionalizavimo aspektus yra sukurtas kavos namų tarptautinio plėtimosi modelis ir suformuluotos išvados ir pasiūlymai verslui. Darbą sudaro keturios pagrindinės dalys: probleminė, teorinė, praktinė ir projektinė, o taip pat įvadas, išvados ir pasiūlymai, literatūros sąrašas. Darbo apimtis –87 p. teksto be priedų, iliustracijos, lentelės, grafikai, bibliografiniai šaltiniai. Atskirai pridedami darbo priedai. Prasminiai žodžiai: bendra įmonė, eksportas, internacionalizavimas, frančizė, kavos namai, licencijavimas, tarptautinio plėtimosi strategijos, verslo internacionalizavo metodai ir modeliai, visiškai priklausanti dukterinė įmonė. 4 Vilnius Gediminas technical university ISBN ISSN Business management faculty Egz. sk. 1 Department of International Economics and Management Data ….-..-.. Business management study programme„s master„s final work Title: Internationalization of „Coffee Houses“ business Author: Violeta Buiko Supervisor: Doc. Dr. Rasa Smaliukienė Language Lithuanian X foreign (English) ANNOTATION In the master thesis there are analysed the methods and strategies of coffee houses„ business internationalization, theories of business worldwide expansion, theorie of international business networks, opportunities and barriers of business evolution and development across countries. There are presented, examined and compared entry modes of business internationalization process of coffee houses. There is made micro- and macro- environment„s factors affecting habits, traditions and preferences of coffee consumption. Moreover, there are distinguished trends in coffee house business according changing situation in world market. There are made market researches of the international business expansion of coffee houses and performed market survey about coffee drinking tranditions in coffee house. After investigation of theoretical and practical issues of coffee houses„ business internationalization there was created model for coffee house business expansion across the world. There are introduced conclusions and suggestions for business crossnational development. Master thesis consists of four main parts: problematic, theoretic, practical and project part. Moreover, there are displayed introduction, conclusions, reccomendations and references. Volume of master thesis – 87 pg. without appendixes, figures, charts and tables, bibliography. Appendixes are attached separately. Keywords: acquisition, business international expansion strategies, coffee houses, entry modes, exporting, franchising, internationalization, joint venture, licensing, wholly owned subsidiary. 5 CONTENT INTRODUCTION ............................................................................................................................... 9 1. CHALLENGES IN INTERNATIONALIZATION OF COFFEE HOUSES‟ BUSINESS .......... 11 1.1. Barriers Faced by International Coffee Houses ...................................................................... 11 1.1.1. Globalization of Coffee Market ....................................................................................... 12 1.1.2. Tendencies in Coffee Consumption in EU ...................................................................... 15 1.1.3. Social Networks and Changing Customers‟ Behavior .................................................... 17 1.2. Theoretical Priorities of Internationalization of Coffee Houses‟ Business ............................ 19 1.3. Issues and perspectives of Internationalization of Coffee Business ....................................... 20 2. BREAKDOWN OF THEORIES OF INTERNATIONALIZATION AND NETWORKING IN THE APPLICATION OF COFFEE HOUSES‟ BUSINESS ............................................................ 23 2.1. Critical Study of Internationalization Theories ...................................................................... 23 2.1.1. Stages of Internationalization .......................................................................................... 24 2.1.2. Business Internationalization Strategies .......................................................................... 28 2.1.3. Internationalization benefits in Coffee Shops‟ Business ................................................. 30 2.2. The Application of Networking Theories in Coffee Houses Business ................................... 32 2.2.1. Types of Networks .......................................................................................................... 35 2.2.2. Models of Strategic Networks as Entry Modes for Coffee House Business ................... 37 2.2.3. Factors Affecting Strategic Networks as Entry Modes ................................................... 40 2.3. Research Methodology for International Coffee House Business .......................................... 44 2.3.1. Macroenvironment scanning
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