Abstract
The transnational catering industry is facing a significant challenge. To improve the quality of their services and their competitiveness, it is now of the utmost importance for transnational organizations to consider how to increase the leadership effectiveness by implementing the theory of organizational behavior. In this article, Starbucks serves as a case study to analyze such issues present in the transnational catering industry. The Starbucks globalization process, and the sinicization process, in particular, present a number of opportunities and threats that would be analyzed using the SWOT framework. In addition, this study would explore how Starbucks issues in China can be resolved using organizational behavior theory and four strategies, including strengthening corporate culture, building a learning team, implementing incentive mechanism, identifying individual differences among employees. In conclusion, the findings of this study can be illuminating for business leaders and transnational corporations develop more effective organizational models appropriate to the context and conditions of the modern business world.
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