Paper Title
The Efficiency of Organizational Culture

Ethnographic fieldwork in a coffee shop “Mr. PETER”, this article studies the way the founder attempt to introduce an original nice coffee through team working and empowerment of his baristas to customers. Through interviewing baristas of the shop, their stories about providing a good coffee to people scrutinized and evaluated, based on ethnographic fieldwork, this paper attempts to find out how a newly open coffee production shop finds its way to build a reputable brand through his team working friendship attitudes with his Baristas; and how its customer would be loyal to this brand as the aim of founder is the sustainability of his business along with acquiring and enhancing his market share through business ethic. At the same time, those factors which dealt with sustainability would be assessed in this paper. Key words - Organizational culture, sustainable business, business ethic, quality.