ABSTRACT Webster in his article The Changing role of Marketing in The Corporate World, enthuses that for increasingly higher number of businesses, customer relationships are the key strategic resource. He observes how organizations are changing from a hierarchical pyramid like structure to a more flexible wheel shaped structure. Strategic alliances are the need of the hour as they help a business prioritize resource allocation and develop core competencies. Further, he suggests that marketing can no longer be the responsibility of selected few; rather it is an umbrella function that everyone at each level is responsible for. In the report that follows, Starbucks is examined in the light of the Webster's article. The report begins by looking at the Starbucks strategy and going forward, analyses how each of the components of its strategy (structure, people, systems and culture) are aligned to customer relationships. Its many partnerships and alliances are discussed that eventually......

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Title: Starbucks
Approximate Word Count: 4319
Approximate Pages: 18 (250 words per double-spaced page)

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