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StarbucksA case study for ethically sourced and produced co!ee
StakeholdersWho are the players?
StakeholdersWho are the players?
StakeholdersWho are the players?
StakeholdersWho are the players?
StakeholdersWho are the players?
StakeholdersWho are the players?
StakeholdersWho are the players?
StakeholdersWho are the players?
QuestionOur central problem to solve
Global ExchangeSees a gap between values and reality
QuestionOur central problem to solve
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
AnswerAligning values and integrating objectives
AnswerAligning values and integrating objectives
COMMUNITY EFFICIENCY
LIBERTY
EQUALITY
AnswerAligning values and integrating objectives
AnswerAligning values and integrating objectives
BALANCE
AnswerAligning values and integrating objectives
BALANCE
Starbucks Standard“Ethically sourced” credentials and seal
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
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?
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?
ResultsWhat are the outcomes?
ResultsWhat are the outcomes?
Sustainable futureEconomic advantagesOpportunity for growth
ResultsWhat are the outcomes?
ResultsWhat are the outcomes?
Adherence to business and environmental standardsSustainable business practices
ResultsWhat are the outcomes?
ResultsWhat are the outcomes?
Achieve goals of social, environmental andeconomic justice
ResultsWhat are the outcomes?
ResultsWhat are the outcomes?
Create sustainability through cooperationHelp industry rede"ne itself for a new era
ResultsWhat are the outcomes?
ResultsWhat are the outcomes?
Quality balanced with moralityCon"dence in Starbucks as a trusted friend
ResultsWhat are the outcomes?
ResultsWhat are the outcomes?
Address global needsEnsure product qualityEngage consumersMake money
Ethical ResolutionStakeholder tensions resolved
Ethical ResolutionStakeholder tensions resolved
COMMUNITY EFFICIENCY
LIBERTY
EQUALITY
Ethical ResolutionStakeholder tensions resolved
TRIPLEBOTTOM LINE
Ethical ResolutionStakeholder tensions resolved
Q&A
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
