"Think Seattle, Act Globally" by Lyons

Lyons, J., (2005). Think Seattle, act globally. Cultural Studies, 19(1), 14-34.

Author James Lyons analyzes the rise and dominance of specialty coffee brands in the global context though their promoting of ‘commodity biographies’ as their main strategy of appeal to consumers. Using Starbucks as the main subject of his essay, Lyons emphasizes that the place-specific strategy employed by such companies is the key element to their success, distinguishing themselves from homogenized, mass-produced coffee products. The dominant advertising method of such companies established Seattle as the nation’s capital of ‘coffee-culture’, in turn, enhancing the success of Starbucks by selling the ‘Seattle-experience”. Lyon gives a brief but detailed history of world coffee consumption leading to the history of Starbucks itself to support his arguments, as well as to demonstrate the process of globalization. He then analyzes Starbucks’ use of product placement in movies to illustrate their strategic move to counter public criticism of their company. Lastly, Lyons brings in the 1999 WTO protests to point out the irony of globalization and the complexity between the local-global theme of such place-specific brands. Lyon’s essay is a good reference of the history and rise of Starbucks. His analysis of their marketing strategy seems well researched and accurate. By including the history of coffee and Starbucks, Lyons is able to give clarity on how Starbucks was able to rise to the top of the Coffee industry and how a global commodity, such as coffee, could ‘originate’ from Seattle.