Startbucks Corporation

Startbucks Corporation - Starbucks Corporation: Serving...

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Starbucks Corporation: Serving More than Coffee Principles of Marketing MKTG 311-01 Tuesday/ Thursday, 11:10p.m.-12:30p.m. Dr. Ephraim Okoro Fall 2011 Thursday, September 22 Howard University School of Business Washington, D.C. Starbucks Corporation: Serving More than Coffee Summary This case is about how the famous Starbucks Corporation has conducted its business with the intent of having social responsibility. Starbucks defines its corporate social responsibility as , “As conducting our business in ways that produce social, environmental, and economic benefits to the communities in which we operate. In the end, it means being responsible for our stakeholders. “ This is the core value of Starbucks Corporation. The case also analysis how today’s consumers and employees want more than just the “ product ”. They want companies with strong morals and values that have a very strong and diverse culture. This also draws the intention of more shareholders. Companies with a reputation of good values attract more
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investors. As stated , “Being socially responsible is not only the right thing to do; it can distinguish a comp nay from its industry peers. ” This is what Starbucks Corporation demonstrates. It also states that Starbucks is the leading retailer, roaster, and brand specialty of coffee in the world. They have locations in North America, Latin America, Europe, Middle East, and the Pacific Rim. They have accomplished being a Fortune 500 company and deemed one of
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This note was uploaded on 03/27/2012 for the course MKTG 01 taught by Professor Okoro during the Spring '12 term at Howard.

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Startbucks Corporation - Starbucks Corporation: Serving...

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