starbucks uses youtube to start a conversation

Engage in dialogue? Brave? Read this Oxford Prof about Starbucks' ethics
Douglas B. Holt, Professor Oxford Business school. <br> <br>(fragment uit zijn onderzoek �??ethisch�?? gedrag starbucks) <br>http://www.sbs.ox.ac.uk/starbucks/Is+Starbucks+Coffee+That+Cares.htm <br> <br>25 January 2007 <br> <br>If Starbucks were to live up to its �??Coffee that Cares�?� values, the company would be championing the Ethiopian trademark project. It is one of the most innovative and promising initiatives in recent years to improve the livelihood of coffee farmers in less developed countries. Instead, management has decided to defend Starbucks' market power and margins by working with its lobbyist to block registrations. When Oxfam recently called Starbucks' bluff by launching an advocacy campaign, the company responded with a series of obfuscating statements and public relations stunts�??from sending their CEO to Ethiopia to putting its Vice-President on YouTube�??in an attempt to deflect attention and confuse the public. <br> <br>A number of Starbucks' competitors support the Ethiopian initiative and have already signed licensing agreements for the three Ethiopian coffee brands. It's time for Starbucks to do so as well or face increasing skepticism about its ethical intentions. In this essay, I examine the accuracy of <br> <br> <br> <br>Starbucks' claims to date. My analysis leads me to believe that the company is seeking to cover up its self-interested actions. Starbucks is not acting in good faith to benefit Ethiopian coffee farmers, as the company wants its stakeholders to believe. <br> <br>Next time Starbucks should make a viral about exploding ethics>. also more fun to watch than this talking head.
Posted by Scato on 02/06/2007 02:01 PM