The Impact of Continuous Innovation on Sustainability: Starbucks Study

This report examines the role of continuous innovation on sustainability, focusing on Starbucks as a case study within the UK hospitality sector. The introduction provides background, rationale, scope, and research questions, aiming to analyze the impact of innovation on sustainability. The literature review explores continuous innovation, sustainability-driven innovation, and the challenges companies face. The research methodology outlines the qualitative research type, inductive approach, and interpretivism philosophy used for data collection, sampling, and thematic analysis, including ethical considerations and a timeline. The report concludes that Starbucks utilizes innovative ideas to enhance sustainability, with the literature review emphasizing the positive impact of innovation on business performance. The research methodology section details the qualitative study and primary research methods used. The report also references various books, journals, and online sources.

Analyzing the role of continuous innovation on sustainability: A
case of Starbucks

Table of Content
INTRODUCTION...........................................................................................................................4
Background.............................................................................................................................4
Rationale.................................................................................................................................4
Scope......................................................................................................................................4
Research questions...........................................................................................................................4
Research aim and objectives............................................................................................................5
LITERATURE REVIEW................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................6
Research type..........................................................................................................................6
Research approach..................................................................................................................6
Research philosophy...............................................................................................................7
Data collection........................................................................................................................7
Sampling.................................................................................................................................7
Data analysis...........................................................................................................................7
Limitation...............................................................................................................................8
Ethical consideration........................................................................................................................8
TIMELINE.......................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

Topic: “To analyze the role of continuous innovation on sustainability aspect within UK
hospitality sector: A study on Starbucks.”
INTRODUCTION
Background
In the current times, UK hospitality sector is filled up with high level of competition
which in turn places direct impact on company’s profitability. Hence, in order to build and
sustain competitive edge over other it is highly required for business unit to introduce innovative
practices. The present study is based on Starbucks, a multinational coffee chain, which provides
customers with unique products or services. In this, proposal will highlight the extent to which
continuous innovation aspect contributes in organizational sustainability through the means of
secondary research. Further, it also presents research methods and techniques which will be
undertaken for addressing research questions. Along with this, concerned study will present time
period within which study will be accomplished.
Rationale
The reason for choosing this topic is such that it will help to understand the importance of
innovation on sustainability aspect. Scholar have their own interest in order to study on this
particular topic and this will assist to enhance their current skills. Further through study on this
specific topic will assist to develop a deep understanding about the practices used by the
company in order to improve results.
Scope
By study on this specific topic will help other companies who operate in hospitality
industry to develop the different innovation practices within premises. Moreover, the study will
also benefited other scholars to collect material through the current research findings and this in
turn assist to identify the research gap as well. Hence, the study will benefit Starbucks, other
hospitality companies and researchers to use the study as a secondary data sources.
Research questions
 What do you understand by the concept of continuous innovation?

 What is the relationship between company's innovations upon sustainability?
 What are the challenges face by the company while offering innovative product?
 Recommend some ways through which the challenges may overcome.
The research topic is important in the academic perspective because it helps the scholar in
their personal growth and also enhance their development or skills. Apart from this, study on this
topic will help to identify the problem and also reach to possible solutions in order to develop a
best point of with regards to a specific topic as well.
Research aim and objectives
The aim of the study is “To analyze the role of continuous innovation on sustainability
aspect within UK hospitality sector: A study on Starbucks.”
Objectives:
 To understand the concept of continuous innovation.
 To determine the importance of company's innovation upon sustainability
 To examine the challenges face by the company while offering innovative product.
 To recommend the best way through which challenges may overcome.
LITERATURE REVIEW
According to Liu and Stephens (2019) continuous innovation is all about making changes
in the existing products and services which are offered to their customers without altering their
habits. This is consider one of the most important practice that help to build the culture and
growth. Also, in hospitality industry, there are many innovative practices adopted by the
companies in order to meet the define aim of a business by considering sustainability as a key
aspects (Continuous innovation, 2020).
Fagerberg (2018) share their views and stated that sustainability driven innovation is all
about designing green products and packaging that did not cause any negative impact upon
business. Hence, the main aim is to improve the business operations and also reduce the cost as
well as waste. In hospitality industry, sustainability is considered as a key driver of innovation

and companies operating in the same field provide innovative product to their customers with an
aim to meet the demand of customers and increase the performance as well. For example, by
2030 Starbucks identify the key areas related to sustainability such that it expand the plant based
and eco- friendly menu options in order to sustain the environment. Further, it will also shift
from single use to reusable packaging and investing in innovation agriculture, water conservation
that helps to looking ways to manage better. Chen (2016) also supported their views by stating
that with the shift in company mindset and consumer preference, demand of sustainable goods
increases. That is why, innovation plays an important role in sustainability aspects and this in
turn improve the company's performance as well.
Ávila and et.al., (2017) reflected that to stay ahead in the competition, every company
offer innovative product, but it also faces range of challenges as well. Such that cost calculation
and global pricing strategy is consider one of the biggest problem and this in turn affect the
innovative product as well. Moreover, social challenges are also consider another biggest barrier
that affect the next move of a company in opposite manner. Such that products and services are
developed in order to meet the specific wants of customers and if there is a sudden change in the
market then customer preference is also changes. El Bilali (2018) also supported while offering
innovative product, company face promotional challenges and this in turn affect the
environment. Such that banner and advertisement are designed whose material might cause
negative impact upon the business and this cause negative impact upon business performance.
RESEARCH METHODOLOGY
Research type
The scholar will uses qualitative study over quantitative because it helps to capture the
changing attitude within target group i.e. consumer of a product and services. Also this method is
consider more flexible over other but on the other side, it is not a statistically representative form
of data (Mohajan, 2018). But with the help of using this, scholar generate best outcome and
determine role of continuous innovation on sustainability.
Research approach
Investigator will uses inductive research approach because it is starts with observation
and also different theories are proposed that helps to generate the best output. Moreover, this

method is more suitable because it is more flexible and identify the pattern in order to generate
proper conclusion. On the other hand, this method did not use to prove any hypothesis.
Research philosophy
Interpretivism philosophy will be used by the scholar in order to integrate the key
element of a study. This assist scholar to integrate the human interest into a study while other
method did not (Dodds and Hess, 2020). Through this, investigator determine the importance of
innovation on sustainability aspects and identify the relationship between the same. On critically
note, it is also examine that this type did not deal with number and facts.
Data collection
Both primary and secondary data collection methods will be used. Such that under
primary secondary questionnaire will be designed which will sent via email. Further, under
secondary study, scholar will uses range of articles, journals which are published within 3 years
in order to attain the define aim of a study. These method are more reliable and also assist
scholar to generate the best outcome. Hence by using both method, investigator may easily
accomplish the research objectives.
Sampling
Investigator will uses simple random sampling method in which 20 managers of
Starbucks are selected who provide their views in order to collect answer from research
questions. Moreover, this method is simple to use but did not applicable during large population.
Data analysis
Thematic data analysis in used in which different graphs and charts are presented that
will assist to present the data in better manner. Moreover, this helps to interpret the views of
responses in better manner and identify whether the aim and objectives are met or not
(Zangirolami-Raimundo, Echeimberg and Leone, 2018). On critically note, it is analyzed that it
is difficult to implement the results correctly.

Limitation
Scholar faces issues with regards to the accessibility and as a result it is time consuming
method which will affect the research up to some level. Moreover, there is a wide range of data
(secondary information) available and it is difficult for the scholar to select the best out of one.
Ethical consideration
 Scholar should take consent from the participant prior to study so that it will not cause
any negative impact.
 Further, there is a need to comply with CU ethical guidelines in which confidentiality
should be maintained and adhere with Data Protection act. It means the data should not
be shared with third party otherwise it may lead to offense (Basias and Pollalis, 2018).
 Moreover, any kind of misrepresentation of data should not be tolerated because it may
lead to cause negative results upon research aim and objectives.
TIMELINE
Particulars Task Name Duration Start Finish Predecessors
1 Selecting topic 2 days Mon 11/9/20 Tue 11/10/20
2 Developing Aim and
objectives 3 days Wed
11/11/20 Fri 11/13/20 1
3 Literature Review 6 days Mon
11/16/20 Mon 11/23/20 1,2
4 Detail research
methodology 4 days Tue 11/24/20 Fri 11/27/20 3,2
5 Formatting 3 days Mon Wed 12/2/20 4

11/30/20
6 Submitting Project 2 days Thu 12/3/20 Fri 12/4/20 5
7 Waiting for feedback 6 days Mon 12/7/20 Mon 12/14/20 6
8 Modification 3 days Tue 12/15/20 Thu 12/17/20 7
9 Submitting project after
modification 1 day Fri 12/18/20 Fri 12/18/20 8
CONCLUSION
By summing up above report, it has been concluded that Starbucks uses innovative ideas
in order to increase sustainability. Such that through literature review section, it has been
summarized that company’s innovation strategy should impact upon the sustainability and this in
turn affect the business performance in positive manner. Moreover, through research

methodology, scholar conduct the study in more precise manner by using the qualitative study
and primary research also assist to conduct the entire research in proper manner.

REFERENCES
Books and Journals
Liu, Z. and Stephens, V., 2019. Exploring innovation ecosystem from the perspective of
sustainability: Towards a conceptual framework. Journal of Open Innovation: Technology,
Market, and Complexity.5(3). p.48.
Fagerberg, J., 2018. Mobilizing innovation for sustainability transitions: A comment on
transformative innovation policy. Research Policy.47(9). pp.1568-1576.
Chen, S.H., 2016. The influencing factors of enterprise sustainable innovation: an empirical
study. Sustainability. 8(5). p.425.
Ávila, L.V. and et.al., 2017. Barriers to innovation and sustainability at universities around the
world. Journal of cleaner production.164. pp.1268-1278.
El Bilali, H., 2018. Relation between innovation and sustainability in the agro-food
system. Italian Journal of Food Science. 30(2).
Mohajan, H.K., 2018. Qualitative research methodology in social sciences and related
subjects. Journal of Economic Development, Environment and People.7(1). pp.23-48.
Dodds, S. and Hess, A.C., 2020. Adapting research methodology during COVID-19: lessons for
transformative service research. Journal of Service Management.
Zangirolami-Raimundo, J., Echeimberg, J.D.O. and Leone, C., 2018. Research methodology
topics: Cross-sectional studies. Journal of Human Growth and Development.28(3).
pp.356-360.
Basias, N. and Pollalis, Y., 2018. Quantitative and qualitative research in business & technology:
Justifying a suitable research methodology. Review of Integrative Business and Economics
Research. 7. pp.91-105.
Online
Continuous innovation. 2020. [Online]. Available through:
<https://whatis.techtarget.com/definition/continuous-innovation>.