Australia has a deep love for coffee, an industry that is worth $10 billion (2018) and captures over 20,000 businesses that in turn employs 140,000 people. Starbucks wanting to tap into this lucrative market, opened their first store in Australia in 2000 and quickly grew to over 90 locations by 2008. Starbucks moved too quickly, and grew faster than its popularity. Starbucks didn't fit Australians' tastes, serving sweeter coffee options than Australians preferred. Since 2008 they have accumulated $105 million in losses and closed 61 locations.

Question: Based on your understanding of organisational culture and organisational effectiveness, how can having an understanding of organisational culture improve the overall performance of an organisation and avoid issues such as those presented with Starbucks entering the Australian marketplace.