This report analyzes the development and upgrade of the management information system for Starbucks Chermside. It discusses the impact of the project on society and organizational success.
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Running Head: PROJECT MANAGEMENT Project Management: Management Information System of Starbucks Name of the Student Name of the University
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1PROJECT MANAGEMENT Executive Summary Starbucks is a multinational coffeehouse chain that is massively popular among the fans throughout the world. The selected project is the development and upgrade of management information system for Starbucks Chermside. The project is mainly designed to upgrade the information system and make significant changes in the management process so as to attract more customers and compete against the main competitors in the country.
2PROJECT MANAGEMENT Table of Contents Introduction......................................................................................................................................3 Analysis of Selected Project Case and Organizational Context......................................................4 Evaluation of Current State of Organization’s IS/IT Technology...................................................5 Impact of Project on Society and Organizational Success..............................................................6 Analysis of Processes and Methods to Select the Project................................................................8 Justification for Methodology Selected for Project Execution........................................................8 Evaluation of Tools or Software Applications................................................................................9 Alignment with Strategic Goals of the Organization....................................................................10 Project Scope and Features............................................................................................................13 Project Scope Statement............................................................................................................13 Project Features.........................................................................................................................13 Project Limitations.....................................................................................................................13 Issues Related to Scope Changes...............................................................................................13 Project Charter...........................................................................................................................14 Project Schedule............................................................................................................................16 Project Budget...............................................................................................................................20 Performance Analysis of the Project.............................................................................................24 Conclusion.....................................................................................................................................27 References......................................................................................................................................28
3PROJECT MANAGEMENT Introduction Thestudy forthisreportinvolvesthecasestudy ofdeploymentof management information system in Starbucks Chermside., Queensland, Australia. Starbucks is one of the most popular coffeehouse chains around the world that entered the Australian market only a decade ago. Before venturing into the Australian market, the company has gained massive popularity around the world and has tried to replicate the success in Australia as well (Li, 2018). However, in current times, development and deployment of suitable information system is essential for any businessorganisation.Similarly,Starbuckshasdeployedamanagementinformationthat includes four main components – transaction processing system, supply chain management system, decision support system and customer relationship management system. The same information system model was deployed in Australia when business was initiated in the country. Starbucks Chermside was first set up in 2004 and the information system development project was initiated in 2005. However, it was a basic information system and currently, this existing informationsystemdoes not meetthe needs of current day businessamidst the market competition and rapid evolution of technology. The proposed project for Starbucks Chermside will be initiated this year (2019) and is expected to finish within next year. The purpose of this report is to analyze the project case and determine the benefits or shortfalls faced by Starbucks regarding the deployment and utilization of information system. The main reason behind choosing this case study is that it is one of best examples of the effects of lack of sufficient information system and how a well developed information system has the potential to change the performance of a company.
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4PROJECT MANAGEMENT Analysis of Selected Project Case and Organizational Context Starbucks is a multinational coffeehouse chain that is massively popular among the fans throughout the world. Initially, the company was dependant on the development of branding and quality of products but after its international growth, the company relies on very high brand value, premium products and pricing as well as the support of management information system that allows the central management of the company to control all the branches throughout the world through one common system architecture (Martínez-Torres, Rodriguez-Piñero & Toral, 2015). However, in spite of the rapid international growth of the company, it could not grow as expected in Australia. While there are many non-technical factors behind it, there are also several technical shortfalls that resulted in lack of control of the business in the country. In the selected store of Chermside, Queensland, Starbucks did not assign sufficient information system support for the business and as a result, the business performance has faltered. This is mainly due to the fact that the operations were slow, error prone and ineffective and as a result, the customer and operations management failed in the Starbucks store. The organisational context based on the project is explained below. Size– The project will be launched first in the Chermside store only and depending on the success of the project, further projects will be executed in other Starbucks stores in Australia. Budget– The decided budget for the project is $250,000 and efforts will be made to complete the project within this budget limit only. Problem Statement– The main problem is that, due to lack of a proper information system, the operations are slow at the store resulting in various errors during order and bill
5PROJECT MANAGEMENT processing and others. Moreover, the staffs are mostly involved in order and bill processing and as a result, customer service is generally overlooked. Project Objectives– The main objective of the project is to implement a management information system at Starbucks Chermside that will enhance the quality of services at the store as well as solve the errors that have been occurring due to complete manual handling of operations. Evaluation of Current State of Organization’s IS/IT Technology Considering the initial days’ issues and problems, Starbucks Chermside implemented an IT system that consists of a number of different features aimed towards enhancement of customer care process, internal operations, business process management and others. This IT set up is not different from the mainstream and popular Starbucks stores placed at various important locations around the world (Shirdastian, Laroche & Richard, 2017). The basic features of the IT system include transaction processing system, supply chain management system and business analytics system that help to enhance the overall performance and operations. The features of the current state of organisation’s IT strategy are briefly explained below. Transaction Processing System– Although cash payments are accepted at the store, the store promotes the use of cashless payments through credit and debit cards. Online payments can be recorded effectively with an accounting system and the records can be updated to the cloud database of the company (Ivanov, Tsipoulanidis & Schönberger, 2017). Without the use of accounting system, the transaction processing were inefficient and there were many errors in the records that were partially solved with the new system. However, further development is
6PROJECT MANAGEMENT necessary that will enable the company to produce 100% error free transaction processing and records. Supply Chain Management System– Starbucks always operates through a large supply chain through which it procures various raw materials like coffee beans, milk and others (Shirdastian, Laroche & Richard, 2017). For managing all the supply chain processes effectively, Starbucks Chermside has deployed a supply chain management system that helps the store to keep track of the supply chain including delivery of materials, pending payments, ordering materials and many others. Business Analytics System– Starbucks Chermside has deployed a business analytics system that helps to forecast the business based on current and past sales (Real & Percell, 2018). This helps the company to prepare appropriate business and procurement strategy so that resources are not wasted or spent inappropriately. Impact of Project on Society and Organizational Success This project is selected keeping mind the main goal to serve the customers better so that return again after a visit. Without sufficient quality of service, no customers will be satisfied and they will not again return to the store.The selected project is the development and upgrade of management information system for Starbucks Chermside. It is expected that the proposed project will have a significant impact on the society and organizational success (Ivanov, Tsipoulanidis & Schönberger, 2017). However, in order to determine the impact of the project, it is important to determine the internal factors that are analyzed using SWOT technique as follows.
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7PROJECT MANAGEMENT StrengthWeakness The main strength of the company is that it has a very high brand value and it is relatively easy for the company to attract more customers especially the tourists and immigrants in the country who are already fans of the brand. Another major strength is that due to the international success and size of the company, sufficient funding can be made available without any major issue. The main weakness of the company is that the coffee products of Starbucks are not among the favorites of the native Australians. The type of coffee preferred by the Australians is not available atStarbucks.Hence,evenafterupgradingthe information system, success cannot be completely ensured. OpportunityThreat Australia has a huge market and with increasing number of tourists and immigrants, Starbucks has the opportunity to start getting hold of the market given the fact that the customer favorite products aremadeavailableatreasonablecosts. Furthermore,withtheupgradeofinformation system,thestorewillbeabletohandlethe operations more efficiently and can invest more time and funds on marketing and customer service. In Australia, there are numerous alternative coffee product sellers available. They already have strong hold on the market as they sell the coffee products preferred by the Australians at much lower prices thanStarbucks.Hence,Starbucksfacesstrong competitionagainstthesealreadyestablished companies. Based on the study of the SWOT table, it has been found that the main current problem area is the lack of products preferred by the customers in the region and also high prices of products compared to other coffee product sellers (Ivanov, Tsipoulanidis & Schönberger, 2017). As a result, social factor plays a major role in determining the organisational success in Starbucks Chermside and thus, the information system upgrade should focus on customer care
8PROJECT MANAGEMENT and ensure the customer feedbacks are considered while implementing operational and business related changes. Analysis of Processes and Methods to Select the Project There are several processes and methods that are generally utilized to select the project for an organisation. The selection process is mainly based on the needs or requirements of the organisation and the selection criteria include operations, customer service, external operations, marketing, cost benefit and others. In order to select the project, the organisation needs to prioritize the requirement before proceeding with the same (Dorn, Messner & Wänke, 2016). For this particular case, the main priority of Starbucks is to enhance the state of the internal operations in order to provide smooth and efficient service to the customers in order to increase the customer base and get hold of the market against the rival competitors. Starbucks Chermside also has the target to enhance the customer base by focusing on the customer requirements and feedbacks and in order to establish the same, the company has focused on upgrading the management information system (Harrington, Ottenbacher & Fauser, 2017). This project was chosen considering all the benefits that can be provided by the management information system towards the business operations as well as customer service. Hence, this project was selected that would strengthen the IT system of the company and would enable them to focus more on customer and service development department. Justification for Methodology Selected for Project Execution For the proposed project, there are different systems development methodologies that can be considered. However, not all methodologies can be used as they may not be effective for the
9PROJECT MANAGEMENT purpose of the project. Two possible methodologies that can be used in this project are agile and predictive methodologies. Agile methodology involves iterations throughout the course of project in order to get the best quality outcome constantly changing the outcomes of each iteration (Schlagweinet al.2017). As a result, although the final solution is the best possible, this methodology does not have any proper roadmap or plan and it also takes a long time to complete the project. On the other hand, in predictive methodology, a detailed project plan is created along with the project roadmap based on which, the project development life cycle is executed. For this project, Starbucks Chermside needs to choose predictive methodology as it follows a planned path. Starbucks already has an existing information system and has specific plans for system upgradation and hence, iterative development is not suitable for the project. This IT project is selected solely based on the improvement requirements for the store. As per the analysis, the store requires urgent attention towards the operations that are currently done manually and as a result, various errors are generated (Dong & Netten, 2017). Hence, even after providing high quality products to the customers, the company cannot emphasize on customer service as the staffs are involved in managing the system operations. Evaluation of Tools or Software Applications Starbucks already uses a wide variety of tools and software applications from a large number of different vendors. Each vendor provides a specific software solution to the company stores. For instance, HighRadius is a vendor that provides SaaS (software as a service) solution to Starbucks whereas Affirma Consulting provides business intelligence and analytics service to Starbucks (Ghaffari & Aubert, 2016). However, not all these vendors are applicable for Starbucks Chermside as there is only limited software application in the store. The plan of this
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10PROJECT MANAGEMENT store is to upgrade the information system and then launch the mobile app for the Australian users who can order coffee through the app. This software tool will be very effective in developing convenience for the customers who will then be attracted to purchase products from Starbucks (Dong & Netten, 2017). In addition, the use of various software services provided by the different vendors will allow Starbucks Chermside to develop and upgrade their existing information system and will add a different dimension to the store. The upgradation of the information system at the store will also allow the store to advance much further than the nearest rivalorganisationsintermsofoperations,servicequalityandefficiency.Afterthe implementation of the software tools, if the store can develop a strong customer base in the area, it can then start of build up and go far ahead in terms of market competition. Alignment with Strategic Goals of the Organization The strategic goal of the organisation is to provide premium quality product and services to the customers within a high qualityenvironment regardlessof the price of products. According to the general opinion of the Australian customers, the prices of the Starbucks products are too high compared to other coffee shops in Australia. In order to justify high prices, Starbucks needs to provide equivalent or better services to the customers so that the customers return to the store and choose Starbucks over other coffee shops (Chae, Koh & Park, 2018). The strategic implementation of the project for aligning with the existing business operations of the company can be done based on any of the following use cases, each of which has its own benefits to the operations.
11PROJECT MANAGEMENT Figure 1: The Basic Use Case of Current Operations (Source: Dzone.com, 2019) Figure 2: “Divide and Conquer” Strategic Policy with a Single IT System (Source: Dzone.com, 2019)
12PROJECT MANAGEMENT Figure 3: Partition Method of Strategic Operations with Multiple IT Systems (Source: Dzone.com, 2019) Figure 4: Distributed Partition Method with Double IT Systems (Source: Dzone.com, 2019)
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13PROJECT MANAGEMENT Project Scope and Features Project Scope Statement The scope of the project is to develop and upgrade the existing management information systematStarbucksChermside.Thescopealsoincludesdevelopmentofanewmobile application, implementation of various services from software service vendors like SaaS, cloud computing functionality application, accounting management systems and others. Project Features The project will include the development of a mobile app side by side with the implementation of cloud computing services at the store. The cloud will provide solutions regarding storage and management of various types of business data. The project will also provide an accounting management system that will help the billing and account management process at the store. Project Limitations The following are the limitations of the project: The Chermside store is small and has limited scope for expansion. The business of Starbucks in Australia is very limited and hence, there is strong uncertainty regarding growth of business in the country. Issues Related to Scope Changes Scope change in a small store as Starbucks Chermside may lead to serious impacts on the strategic management of the store. Change in scope will lead to significant additional budget and
14PROJECT MANAGEMENT time. Moreover, since the selected methodology is adaptive, scope change will require restarting the project plan, which is not desirable. Project Charter The deliverables of the project include the following items. Deliverables Analysis of market requirements and need for Information System Develop Initial Project Plan Analyze Feasibility of Information System Implementation Milestone 1:Completion of initiation phase Define project scope Estimate duration for project Estimate budget for the project Risk assessment and management plan development Assign project team Milestone 2: Completion of planning phase Design MIS System Architecture Develop system requirements
15PROJECT MANAGEMENT Procure hardware and software resources Develop final system blueprint Milestone 3: Completion of designing phase Install hardware Install necessary software Develop data warehouse Develop Information System as per Specifications Design and Deploy System Security Connect to central server Milestone 4:Completion of development phase Test hardware Test software Test data warehouse Milestone 5: Completion of testing phase Review and appraisal Present system maintenance plan
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16PROJECT MANAGEMENT Sign Off Milestone 6:Completion of closure phase Project Schedule The project manager can utilize project scheduling software to develop an appropriate schedule for the project. Furthermore, techniques like project crashing, resource leveling and others can be used by the project manager for controlling the project. The schedule of the project is presented in the following table. Task NameDurationStartFinish ManagementInformationSystemfor Starbucks Chermside 188 daysMon 6/18/19Mon 3/11/20 Initiation phase10 daysMon 6/18/19Fri 6/29/19 Analysis of market requirements and need for Information System 3 daysMon 6/18/19Wed 6/20/19 Develop Initial Project Plan4 daysTue 6/19/19Fri 6/22/19 Analyze Feasibility of Information System Implementation 3 daysMon 6/25/19Wed 6/27/19 Milestone 1:Completion of initiation phase0 daysFri 6/29/19Fri 6/29/19
17PROJECT MANAGEMENT Planning phase37 daysMon 7/2/19Tue 8/21/19 Define project scope3 daysMon 7/2/19Wed 7/4/19 Estimate duration for project3 daysFri 7/6/19Tue 7/10/19 Estimate budget for the project4 daysMon 7/16/19Thu 7/19/19 Risk assessment and management plan development 5 daysFri 7/27/19Thu 8/2/19 Assign project team3 daysThu 8/9/19Mon 8/13/19 Milestone 2: Completion of planning phase0 daysTue 8/21/19Tue 8/21/19 Designing phase40 daysWed 8/22/19Wed 10/17/19 Design MIS System Architecture15 daysWed 8/22/19Tue 9/11/19 Develop system requirements5 daysFri 8/31/19Thu 9/6/19 Procure hardware and software resources5 daysMon 9/10/19Fri 9/14/19 Develop final system blueprint15 daysWed 9/19/19Wed 10/10/19 Milestone 3: Completion of designing phase0 daysWed 10/17/19Wed 10/17/18 Development phase74 daysThu 10/18/19Thu 1/31/20 Install hardware5 daysThu 10/18/19Wed 10/24/19 Install necessary software5 daysMon 10/29/19Fri 11/2/19
18PROJECT MANAGEMENT Develop data warehouse20 daysThu 11/8/19Wed 12/5/19 DevelopInformationSystemasper Specifications 25 daysThu 12/6/19Fri 1/11/20 Design and Deploy System Security10 daysThu 12/20/19Wed 1/23/20 Connect to central server6 daysThu 1/24/20Thu 1/31/20 Milestone 4:Completion of development phase 0 daysThu 1/31/20Thu 1/31/20 Testing phase18 daysFri 2/1/20Tue 2/26/20 Test hardware6 daysFri 2/1/20Fri 2/8/20 Test software6 daysMon 2/11/20Mon 2/18/20 Test data warehouse6 daysTue 2/19/20Tue 2/26/20 Milestone 5: Completion of testing phase0 daysTue 2/26/20Tue 2/26/20 Closure phase9 daysWed 2/27/20Mon 3/11/20 Review and appraisal4 daysWed 2/27/20Mon 3/4/20 Present system maintenance plan4 daysTue 3/5/20Fri 3/8/20 Sign Off1 dayMon 3/11/20Mon 3/11/20
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19PROJECT MANAGEMENT Milestone 6:Completion of closure phase0 daysMon 3/11/20Mon 3/11/20 The schedule is also represented in the form of a Gantt chart as follows.
20PROJECT MANAGEMENT
21PROJECT MANAGEMENT Figure 5: Gantt Chart of the Project (Source: Created by Author) Project Budget For the purpose of determining the project budget, bottom up budget estimation is used. This technique involves allocation of human and material resources to the work packages in the project in order to calculate their usage rates and then the total budget required for the project. An appropriate budget of the project has been developed using bottom up estimation technique as follows. Task NameDurationResource NamesCost Management Information SystemforStarbucks Chermside 188 days$210,760.00 Initiation phase10 days$10,440.00 Analysis of market requirements and need for Information System 3 daysProject Manager$3,600.00 Develop Initial Project Plan 4 daysProject Manager$4,800.00 Analyze Feasibility of3 daysProjectManager,$2,040.00
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22PROJECT MANAGEMENT InformationSystem Implementation Designer Milestone 1:Completion of initiation phase 0 days$0.00 Planning phase37 days$34,280.00 Define project scope3 daysContractor$3,000.00 Estimate duration for project 3 daysFinancial Manager$2,880.00 Estimate budget for the project 4 days TeamLeaders, Supervisor $9,600.00 Risk assessment and managementplan development 5 days Project Manager, Team Leaders $14,000.00 Assign project team3 daysTeam Leaders$4,800.00 Milestone2: Completionofplanning phase 0 days$0.00 Designing phase40 days$37,400.00
23PROJECT MANAGEMENT Design MIS System Architecture 15 daysDesigner$10,200.00 Developsystem requirements 5 daysTeam Leaders$8,000.00 Procure hardware and software resources 5 daysFinancial Manager$4,800.00 Develop final system blueprint 15 daysFinancial Manager$14,400.00 Milestone3: Completionofdesigning phase 0 days$0.00 Development phase74 days$86,500.00 Install hardware5 daysHardware[1]$15,000.00 Installnecessary software 5 daysSoftware[1]$7,500.00 Develop data warehouse20 days FinancialManager, Contractor $39,200.00 Develop Information Systemasper 25 daysNetwork cost[2]$4,000.00
24PROJECT MANAGEMENT Specifications Design and Deploy System Security 10 days BusinessConsultant, Tester $13,600.00 Connect to central server 6 daysProject Manager$7,200.00 Milestone 4:Completionof development phase 0 days$0.00 Testing phase18 days$33,420.00 Test hardware6 days Designer,Additional cost[1] $5,580.00 Test software6 days Tester,Designer,Risk Manager $13,920.00 Test data warehouse6 days Tester,Designer,Risk Manager $13,920.00 Milestone5: Completionoftesting phase 0 days$0.00 Closure phase9 days$8,720.00
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25PROJECT MANAGEMENT Review and appraisal4 days Project Sponsor, Project Manager $4,800.00 Presentsystem maintenance plan 4 daysDesigner$2,720.00 Sign Off1 dayProject Manager$1,200.00 Milestone 6:Completionofclosure phase 0 days$0.00 For the project, it is necessary to control the budget so that it does not exceed the limit as shown in the above table. In order to control the budget, the project manager needs to ensure there is no scope creep and any additional unnecessary costs are avoided throughout the course of the project. Appropriate change management can be implemented to avoid extra costs that might be encountered during the project. Further cost estimation and budget baseline analysis reveal the following data for the project. NameActual CostCostBaseline CostCost Variance Initiation phase$10,440.00$10,440.00$4,800.00$5,640.00 Planning phase$34,280.00$34,280.00$8,720.00$25,560.00 Designing phase$32,640.00$37,400.00$9,600.00$27,800.00 Development phase$66,420.00$86,500.00$0.00$86,500.00
26PROJECT MANAGEMENT Testing phase$0.00$33,420.00$5,920.00$27,500.00 Closure phase$0.00$8,720.00$5,680.00$3,040.00 June 2018 July 2018 August 2018 September 2018 October 2018 November 2018 December 2018 January 2019 February 2019 March 2019 $0.00 $5,000.00 $10,000.00 $15,000.00 $20,000.00 $25,000.00 $30,000.00 $35,000.00 $40,000.00 Actual CostBaseline Cost Figure 6: Cost Baseline Costs (Source: Created by Author)
27PROJECT MANAGEMENT Status: Complete; $133,620.00Status: Late; $10,200.00 Status: Future Task; $66,940.00 Status: CompleteStatus: LateStatus: Future Task Figure 7: Cost Status (Source: Created by Author) Performance Analysis of the Project and Suggestions for Preventing Failure TheinitialimplementationofthemanagementinformationsystematStarbucks Chermside has not been a successful venture due to various internal and external reasons. The internal reasons include lack of sufficient technical expertise among the store staffs, out of date technical specifications and others whereas the external reasons include lack of interest among the customers, high pricing of products and others (Kandampully, Bilgihan & Zhang, 2016).The failure of the previous information system implementation could be avoided if sufficient funding was provided right at the start. It is true that the technology has changed from 2005 to 2019 but evenconsideringthestandardsof2005,thequalityofinformationsystematStarbucks Chermside was not sufficient. Instead of basic IS implementation, Starbucks Chermside could have invested more to implement a number of IS components including ERP, CRM and others that would have prevented failure of the project (Chae, Koh & Park, 2018).With the proposed
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28PROJECT MANAGEMENT changes in the new project, this situation is expected to change and it is estimated that Starbucks Chermside will start generating high amounts of revenue. Conclusion It can be concluded that the proposed changes in the project will provide significant benefits to Starbucks Chermside including growth in the already competitive market. The proposed management information system for Starbucks Chermside store will enhance the existing operations and will allow the store to focus more on customer requirements and feedbacks. Furthermore, with the changes in information system, the strategic management of the company will also change significantly.
29PROJECT MANAGEMENT References Chae, H. C., Koh, C. E., & Park, K. O. (2018). Information technology capability and firm performance: Role of industry.Information & Management,55(5), 525-546. Dong, J. Q., & Netten, J. (2017). Information technology and external search in the open innovation age: New findings from Germany.Technological Forecasting and Social Change,120, 223-231. Dorn, M., Messner, C., & Wänke, M. (2016). Partitioning the choice task makes Starbucks coffee taste better.Journal of Marketing Behavior,1(3-4), 363-384. Dzone.com. (2019).What Starbucks Can Teach Us About Software Scalability - DZone DevOps. [online]Availableat:https://dzone.com/articles/what-starbucks-can-teach-us-about- software-scalabi [Accessed 2 Apr. 2019]. Ghaffari, R., & Aubert, B. A. (2016).The Role of Information Technology in Enabling Open Innovation: Complementarity or Substitutability?. CIRANO. Harrington, R. J., Ottenbacher, M. C., & Fauser, S. (2017). QSR brand value: Marketing mix dimensionsamongMcDonald’s,KFC,BurgerKing,Subwayand Starbucks.International Journal of Contemporary Hospitality Management,29(1), 551- 570. Ivanov, D., Tsipoulanidis, A., & Schönberger, J. (2017). Global supply chain and operations management.A Decision-Oriented Introduction to the Creation of Value.
30PROJECT MANAGEMENT Kandampully, J., Bilgihan, A., & Zhang, T. C. (2016). Developing a people-technology hybrids model to unleash innovation and creativity: The new hospitality frontier.Journal of Hospitality and Tourism Management,29, 154-164. Li, C. Y. (2018). Consumer behavior in switching between membership cards and mobile applications: The case of Starbucks.Computers in Human Behavior,84, 171-184. Markos, E., Labrecque, L. I., & Milne, G. R. (2018). A new information lens: The self-concept and exchange context as a means to understand information sensitivity of anonymous and personal identifying information.Journal of Interactive Marketing,42, 46-62. Martínez-Torres, M. D. R., Rodriguez-Piñero, F., & Toral, S. L. (2015). Customer preferences versusmanagerialdecision-makinginopeninnovationcommunities:thecaseof Starbucks.Technology Analysis & Strategic Management,27(10), 1226-1238. Muzellec, L., & O'Raghallaigh, E. (2018). Mobile technology and its impact on the consumer decision-makingjourney:howbrandscancapturethemobile-driven“Ubiquitous” moment of truth.Journal of Advertising Research,58(1), 12-15. Real, K., & Percell, H. (2018). Starbucks Corporate Social Responsibility Report. Schlagwein, D., Conboy, K., Feller, J., Leimeister, J. M., & Morgan, L. (2017). “Openness” with and without Information Technology: a framework and a brief history. Shirdastian, H., Laroche, M., & Richard, M. O. (2017). Using big data analytics to study brand authenticity sentiments: The case of Starbucks on Twitter.International Journal of Information Management.