By expanding and standardizing its operations in the late 1990s, Starbucks lost many of its original customers to independent coffee shops. How does the textbook explain this change?
A) The amount of economic capital required of a Starbucks customer declined.
B) The amount of economic capital required of a Starbucks customer became too high.
C) The amount of cultural capital required of a Starbucks customer became too high.
D) The amount of cultural capital required of a Starbucks customer declined.

Question

Quizplus · Accepted Answer

The textbook explains this change by indicating that as Starbucks expanded and standardized its operations, it became more accessible and less exclusive, thus requiring less cultural capital from its customers. This made it less appealing to its original customer base who valued the exclusivity and unique cultural experience of the original Starbucks, leading them to seek out independent coffee shops that offered the distinctiveness and cultural capital they desired.

By Expanding and Standardizing Its Operations in the Late 1990s