Culture is a collaboration of ways of thinking and is transmitted in a unique array of symbols, rituals, heroes and a deep core of values,

according to Krober and Parson, these are the factors in the shaping of human behavior and the artifacts produced through behavior. The Stabucks organizational culture is exemplary of all of these. The Starbucks logo carries great symbolic meaning which illustrates the companys origins and goals, going back to the days when Starbucks was creating a name for itself in 1971, the siren or mermaid represented the ocean journey of coffee and the nautical spirit of the Seattle seaports. The siren could have a different meaning to different people and that is why the company finds so much depth in the logo. The new and improved logo, updated earlier this year, eliminates the bounding outer circle of text around the siren releasing it to be the sole face of Starbucks. The Siren has been there from the beginning and represents the heart of the company from its history to its achievements of delivering the full coffee experience. While the siren is clearly a symbol of Starbucks it can also be considered a hero, especially with the emphasis it has received in the new logo. Early on the company built and developed on key principles and values that were implemented and reinforced by early executives among them a key figure, Howard Schultz. He played a key role in guiding the young company in direction that would allow it to always deliver on their promise to their customers. Howard Schultz can now be seen as a hero that serves as a model. Schultz implemented core values that centered on a customer oriented environment that was insured by having motivated and proactive employees. Shultzs motivation for growth along with his knowledge of the real estate market was a key combination to spark the massive worldwide expansion Starbucks has made.

Starbucks has set itself apart from the competition by implementing and reinforcing strategies, becoming second nature and there after turning into rituals that are known to always hold true at Starbucks; anywhere in the world. A very common ritual, which many might not even think of, is the way they personalize their service by taking the customers name with every order. While it may seem insignificant this step their order taking process has now become part of Starbucks culture. Going deeper into the way they operate the business, Starbucks has is striving for a flatter managerial structure in which employees are more empowered and able to deal with day to day situations better therefore ensuring complete customer satisfaction. This has come to become common practice at Starbucks, where an employee is more equipped to handle customer complaints or correct situations gone wrong. The symbols, rituals and heroes of Starbucks are all a glance of the values that make it the company it is. From the start the Howard Shultz set out to form a a company with soul not just for the consumer but for everyone, starting with its employees. The key executives understood that developing happy employees would in turn create happy customers. The just say yes motto was taken to a whole other level starting at the front lines, encouraging and training employees to go out of their way to meet and exceed customer satisfaction. They were able to be successful at this because not only were these values customer oriented they were very much set out to benefit the employees as well. The employee compensation at Starbucks is very competitive and it is part of the reason why the company is considered to be one of the best to work for. They encourage everyone to speak their mind and take employee input very seriously. The company is adamant about having their employees understand the importance of having an owner mentality. Their values also translate into their product by refusing to use

inferior coffee or even chemically flavored coffee beans. They believe that the chemicals will contaminate the other coffee going through the same grinder and not allow for the full flavor to come out. From their product to their employees and finally their customers, the value they worked into the company early on can clearly be seen as they satisfy all.