Starbucks Corporation in Albania: a discussion about franchising path and opportunities in global economy

Internationalization and globalization are challenging topics that are attracting the interest of a growing number of researchers worldwide. Unfortunately, the state of literature about these topics is mainly focused on the consequences and effects of companies internationalization and market globalization underestimating the evaluation process that is required for ensuring the success of strategy for companys internationalization. With the aim to enrich this thrilling debate, the paper proposes a brief overview about some key elements that a well-known global brand Starbucks - should evaluate for evaluating a possible penetration strategy in Albanian Market. The research path summarizes key reflections about companys profile, companys financial structure, and market perceptions and orientation for briefly depicting the complexity of internationalization strategies and globalization trends.