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How can Starbucks reconcile the tension between quality and social/environmental
responsibility inherent in its mission statement?
QuestionOur central problem to solve
QuestionOur central problem to solve
Mission Statement“…the premiere purveyor of the !nest co"ee in the world…”
QuestionOur central problem to solve
“Contribute positively to our communities and our environment.”Mission Statement
Starbucks Standard“Ethically sourced” credentials and seal
StarbucksReposition “fair trade” to align with mission and values
Starbucks Standard“Ethically sourced” credentials and seal
Large IndustrySustainable business practices
Joint VenturesSupport for farmers’ adoption of standards
StarbucksFinancial support through capital investment and micro"nance
Joint VenturesSupport for farmers’ adoption of standards
TransFair USAOrganize and empower small farmer coops
Joint VenturesSupport for farmers’ adoption of standards
Small FarmersGain in#uence among other stakeholders
CommunicationHow do we inform the public?
Global CampaignOpen dialogue, transparency, alliance building
CommunicationHow do we inform the public?
From Grower to ConsumerContent Connection Conversation Context
CommunicationHow do we inform the public?
“”Promote ItKey messages, certi"ed seal, web site, POP collateral and more
ResultsWhat are the outcomes?
Adherence to business and environmental standardsSustainable business practices
ResultsWhat are the outcomes?
Create sustainability through cooperationHelp industry rede"ne itself for a new era
ResultsWhat are the outcomes?
Quality balanced with moralityCon"dence in Starbucks as a trusted friend
CreditsSmall farmer
farm1.static.#ickr.com/126/389783649_03bdcb0cc1_o.jpg
Large industrysweetmarias.com/
Global Exchangeglobalexchange.org/images/GlobalJusticeFTAA.jpg
Consumerscfs13.tistory.com/image/3/tistory/2008/12/31/00/02/495a3817093dc
Paul Ricebigvisionpodcast.libsyn.com/index.php?post_id=199126
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