IntroductionMarketing across cultures around the world is increasingly becoming a thriving business with today's rapid globalization. The four “Ps” of marketing—product, price, place, and promotion—include most elements of marketing decision-making. However, socio-cultural factors, when considering the combination of marketing strategies, will always run through them. Sociocultural factors have a considerable influence on product design and people's purchasing behavior. Lack of cultural awareness can not only lead to decreased product sales, but can even destroy the international image of the company as a whole. In this sense, understanding cultural differences plays an extremely important role in the process of developing marketing strategies. Starbucks' success is considered a miracle. About 15 years ago, it grew to more than 15,700 stores in about 43 countries around the world, starting from a small company in Seattle. Since the first Starbucks entered Beijing, China in 1999, it has expanded to more than 200 outlets in several major cities, such as Beijing, Shanghai, Guangzhou, Hong Kong, etc. until now. With around 1.3 million inhabitants and tremendous economic growth, China, after the United States, has become the second largest coffee consuming country in the world. (“China Economy,” 2005). Although it has enjoyed enormous success in China, Starbucks has also encountered various obstacles during its rapid development, especially those resulting from cultural issues. The purpose of this article is to provide a description of some relevant theories underlying the cultural issues facing Starbucks in China. . My personal contribution to my small group will also be critically evaluated in the last part......middle of article......984). Consequences of culture: international differences in work-related values. Beverly Hills, CA: Sage. Kluckhohn, C. (1951). Values ​​and value orientations in action theory: An exploration of definition and classification. Cambridge, MA: Harvard University Press. Joseph, WS, 2009. Cultural adaptations: the past, present and future. [online] Microsoft Office Live. Available at: http://josephslavinsky.com/CA.aspx [Accessed March 22, 2010]. Labbrand Consulting Co., Ltd. 2009. Starbucks Goes Glocal in China. [online] Labbrand Consulting Co., Ltd. Available at: http://www.labbrand.com/brand-source/starbucks-goes-glocal-china [Accessed March 23, 2010]. Lars, P., 2009. International Marketing [online] University of Southern California : Los Angeles. Available at: http://www.consumerpsychologist.com/international_marketing.html [ Accessed March 21 2010].