Final answer:
Starbucks in China is standardizing its global brand while also localizing to adapt to local tastes, following a localization strategy. This approach balances the need for a homogeneous global presence with tailored regional offerings. So, the correct option is b. localization.
Step-by-step explanation:
In China, Starbucks is standardizing its operations while also decentralizing some decision-making to local levels to better cater to customers' tastes. Starbucks is effectively implementing a balance between global uniformity in their products and services, which is akin to the concept of the McDonaldization of society, and adapting to local tastes, reflecting elements of de-McDonaldization. This strategy demonstrates an understanding of the importance of localization while maintaining the efficiency, predictability, calculability, and control that characterize multinational corporations and their widespread expansion.
Localization is a corporate-level strategy where a company adapts its products or services to suit local needs and preferences while maintaining some level of consistency with the global brand. This approach contrasts with global standardization, which emphasizes uniform products and services across all markets, and transnational strategy, which seeks to balance global efficiencies and local responsiveness but with a higher level of integration than localization strategy. Hence, when discussing the international strategy of Starbucks in China, it's clear that the company follows the localization strategy.