This research proposal aims to evaluate the factors and drivers that contribute to Starbucks' sustainable competitive advantage. It begins with an overview of the coffee shop industry and Starbucks, highlighting the concept of corporate entrepreneurship and the definition of sustainable competitive advantage. The research sets aims and objectives, which include determining the factors that yield sustainable competitive advantage and assessing their importance in Starbucks' success. A literature review explores relevant scholarly articles, followed by the formulation of a hypothesis based on factors influencing sustainable competitive advantage. The proposal outlines the research methodology, including the use of a questionnaire distributed to managers. The conceptual model adopts a positivism research philosophy. Ethical considerations are addressed, ensuring data privacy and informed consent. A Gantt chart provides a timeline for the research activities. The questionnaire is designed to collect primary data from Starbucks managers, exploring factors like innovation, CSR, resource infusion, and their impact on success metrics such as sales, profit margins, customer retention, and brand image. The research concludes with a list of references and a questionnaire used to collect data.
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