أثر التوسع في النمو على العلامة التجارية للمؤسسة: دراسة حالة مؤسسة "ستارباكس"

الملخص EN

The main objective of this study is to highlight the impact of the expansion of growth on the brand of the organization as the strategy of expansion of growth is widely accepted by most business managers because they are usually associated with growth success.

the study aims to highlight the negative aspect of the expansion of growth.

when it seeks to achieve new goals at a higher level than its previous objectives, but may abandon some of its principles and duties to its old customers.

one of the most important results is that in a changing and dynamic environment there is an urgent need for agile organizations so as to be able to compete and even facilitate the provision of personnel working knowledge and skills and the high employment of new technology, because the larger the size of the organization loses the organizational charisma, especially if the expansion of superficial and ill-considered, and the activation of sales in the new branches is very important and heavy burden on officials, the organization should provide benefits and services that exceed consumer expectations in order to maintain and win loyalty.