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Collaborating with Activists: HOW STARBUCKS WORKS WITH NGOS Paul A. Argenti tarbucks CEO Orin smith was in for an heated surprise at his attach tos annual shareholders encounter in February 2000. The meeting had always been a fun, all-day affair during which shareholders from adjacent the country gathered to celebrate the companys success. That year, however, smith and some other senior Starbucks executives heard complaints from Global plug meeting, a non-governmental arrangement (NGO) focused on human rights. sacred to professional personmoting environmental, political, and social rightness around the world, Global Exchange criticized Starbucks for pro?ting at the drinking chocolate farmers expense by pay low prices and not purchasing Fair Trade drinking chocolate beans. Not only did the activists cut out the companys annual meeting, but they also threaten a national ostracize of Starbucks if the company refused to distribute and put forward Fair Trad e coffee. Although Smith strongly disagreed with the activists use of his companys shareholders meeting as a public forum, he knew Starbucks would uniformly face good reprisals if it did not address the issues increase by Global Exchange and a growing itemization of other NGOs around the world.

This article, write in cooperation with executives from Starbucks, analyzes the companys ultimate decision to sell Fair Trade coffee and subsequently work with other NGOs to ensure that small farmers buzz off a living wage, in an effort to live up to the standards Starbucks set for itself in the scope of social responsib ility.1 The author would like to thank Denn! is Macray and Sue Mecklenburg at Starbucks; Karen Beck, G. McCall Guyton-Edmiston, and Alison Stanley at the Tuck work of Business for their help, Isabelle Maignan, Associate prof of Marketing at the Nijmegen initiate of Management, University of Nijmegen, for her help; and the Allwin Initiative for corporal Citizenship at the Tuck enlighten of Business for its ?nancial support of this research. S CALIFORNIA...If you necessitate to get a full essay, order it on our website: BestEssayCheap.com

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