THE POWER OF THE MARK IN THE PALNE OF THE GLOBAL VALUE CHAIN

Globalization is a phenomenon of the present time that examines political, economic, geolinguistic, sociological, ecological and many other theories. These dimensions at the level of their research, present their positive and negative consequences of globalization. Views of globalization vary greatly depending on the dimension of social life. The article provides a cross-section of the socio-economic dimensions of globalization, and presents an analysis of the global value chains in the selected business sector - namely Starbucks Coffee Company - which is America's largest "coffee" chain in the world. The article shows, how important and powerful the brand is in the continuity of global value chains. It points to the phenomenon of the global brand in the context of benefits, reputation and success for the company and consumers. The internationalization of human resources and the current political and economic problems indicate new forms and possibilities of management and dynamics of entrepreneurial subjects. The analyzed company has a clearly defined vision of its ethics in all parts of the established value chain in its business, which differs significantly from others who deal marginally with ethical and environmental issues. Starbucks is part of the LEAD (Leaderschip in Energy and Environmental Design) project, which ensures that coffee houses around the world are built to meet environmental requirements. Starbucks with its avant-garde management underlines the global scope and global responsibility of today's society.