...Sanne Bruhn-Hansen Supervisor: Tomasz A. Fediuk Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Corporate Social Responsibility – A case study of Starbucks’ CSR communication through its corporate website Bachelor Thesis in Marketing and Management Communication Sanne Sanne Bruhn-Hansen CPR: XXXXXX-XXXX Supervisor: Tomasz A. Fediuk No. of characters: Thesis: 54,329 Abstract: 3,492 Page 1 of 42 Sanne Bruhn-Hansen Supervisor: Tomasz A. Fediuk Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Abstract Organizations today are experiencing increased pressure from their surrounding environments to act as good social citizens while still being profitable. Acting social and ethical responsible has become an expectation rather than a differentiation strategy to obtain organizational legitimacy. Therefore, this thesis examines how the very successful global coffee company, Starbucks, communicates its CSR initiatives through its corporate website. The aim is to investigate what is communicated, what different online communication channels are utilized, as well as how the communication is framed to target different stakeholder groups. In the first part of the report, after stressing the relevance of engaging in CSR activities and the importance of effective CSR communication, Schwartz & Carroll’s (2003) Three Domain Approach for CSR motives is briefly introduced. This gives an overview of why companies engage in CSR...
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...Starbucks Shared Planet - Our Responsibility MY CUSTOMIZED REPORT CREATED AT WWW.STARBUCKS.COM/SHAREDPLANET ©2009 Starbucks Coffee Company. All rights reserved. https://test.starbucks.com/SHAREDPLANET/customGRPage.aspx (1 of 108)6/1/2010 2:23:02 PM Starbucks Shared Planet - Our Responsibility Mission Statement Our Starbucks Mission To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. Here are the principles of how we live that every day Our Coffee It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done. Our Partners We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard. Our Customers When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers— even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection. Our Stores When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment...
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...STARBUCKS CORPORATION: SERVING MORE THAN COFFEE Wake up and smell the coffee—Starbucks is everywhere! As the world’s No. 1 specialty coffee retailer, Starbucks serves more than 25 million customers in its stores every week. The concept of Starbucks goes far beyond being a coffeehouse or coffee brand. It represents the dream of its founder, Howard Schultz, who wanted to take the experience of an Italian—specifically, Milan— espresso bar to every corner of every city block in the world. So what is the Starbucks experience? According to the company: You get more than the finest coffee when you visit Starbucks. You get great people, first-rate music, a comfortable and upbeat meeting place, and sound advice on brewing excellent coffee at home. At home you’re part of a family. At work you’re part of a company. And somewhere in between there’s a place where you can sit back and be yourself. That’s what a Starbucks store is to many of its customers—a kind of “third place” where they can escape, reflect, read, chat, or listen. But there is more; Starbucks has embraced corporate social responsibility like few other companies. A recent Starbucks Corporate Social Responsibility Annual Report described the company’s views on social responsibility: Starbucks defines corporate social responsibility 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...
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...Administration Starbucks with Corporate Social Responsibility (CSR) “How Starbucks succeeds in a business world with CSR” 15 Credits Master Thesis (FEAD 01) Thesis Advisor: Bo Enquist Co-reviewer Lars Haglund The Authors: Sornchai Harnrungchalotorn Yaowalak Phayonlerd Karlstads universitet 651 88 Karlstad Tfn 054-700 10 00 Fax 054-700 14 60 Information@kau.se www.kau.se ACKNOWLEDGEMENT Acknowledgements Our thanks go first and foremost to our supervisor, Bo Enquist for his insight support and constructive criticisms during our writing of this thesis. Moreover, we would like to thank Samuel Petros S. for recommending the books and the way to conduct this thesis. We also want to thank the librarian at university for helping us to find the books to run this thesis. Page 2 of 41 ABSTRACT In the today‟s business world, there are many strategies being used to run businesses. In the recent past, the topic of Corporate Social Responsibility (CSR) has grown rapidly. People are starting to demand that companies take their social responsibility seriously. Many companies have started to engage in CSR as a strategy in order to gain benefits that can give them an added advantage over their competitors. There have been increasing numbers of companies engaged in CSR to run their businesses. Nowadays corporate social responsibility (CSR) can drive companies to succeed in business by increasing sales volume and brand awareness. We decided to choose Starbucks Company as...
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...Starbucks Global Responsibility Report Starbucks focuses on many different facets with their global responsibility. They have tactics at the store level specifically relating to environmental efforts. At this level Starbucks has developed green building and energy and water conservation strategies. Recycling is also very important to Starbucks and they have been working diligently to make their packaging more broadly recyclable. Not only has Starbucks been working on their side in making materials more recyclable, they have also been working to develop improvements with local recycling infrastructures. Starbucks continues to encourage reusable cups by providing a discount of 10 cents on each drink purchase where the customer’s reusable cup is filled instead of a recyclable Starbucks cup. In 2009, an LED lighting initiative was developed and they have already converted over 7,000 stores which has resulted in a decrease in energy consumption by 3.3%. Water use has been reduced by 25% by eliminating dipper wells and replacing with manually operated versions. Starbuck has joined the U.S. Green Building Council and is trying to reach the goal that all of their stores will be built to achieve LEED (Leadership in Energy and Environmental Design). Currently they have six stores that have been built or renovated to achieve LEED standards. Inside these stores customers will find reused and recycled materials and local sourced elements, as well as innovative features to conserve...
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...The Starbucks Corporation: A Global Community Glenn Wilson Boerstler, II MGT/521 October 28, 2013 Jason Miller The Starbucks Corporation: A Global Community According to CNN Money, Starbucks Corporation, headquartered in Seattle, Washington, is currently ranked at number 208 on the Fortune 500 rankings. This is a significant improvement to their ranking by advancing 19 positions from the previous list. The Starbucks Corporation was previously ranked at 227 ("CNN Money", 2013). The Starbucks Corporation is currently led by Chairperson and Chief Executive Officer Howard Mark Schultz who has been with the organization since 1982. He started with the organization as the Director of Marketing. During a buying trip to Milan, Italy, Schultz became inspired by the popularity and quantity of the community coffee houses. He developed this vision for the future of Starbucks, but it was not well received. Eventually, after a few frustrating years, Starbucks sold their retail division to him and Il Giornale in 1987 for $3.8 million. In early 2008, Mr. Schultz was reappointed as CEO after an eight year hiatus ("Wikipedia", 2013). The Starbucks Corporation is a global presence. Their unique brand is instantly recognizable through their use of bold graphics in cities, towns and major transportation centers throughout the world. The Starbucks name holds the promise of quality beverages and foods, well designed retail stores bound together through a strong sense of community. A visit...
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...describe the relationship between strategic and financial planning. Describe: This has to be for Starbucks A strategic planning initiative for your organization and identify an initiative discussed in the organization’s annual report. How the initiative affects the organization’s financial planning. How will the initiative affect costs? How will the initiative affect sales? Describe risks associated with the initiative and financial effects they may have. Starbucks Strategic Initiative Your Name Here University Name FIN/370 Date Instructor Name Here Starbucks Strategic Initiative In this paper, Team C will describe the relationship between strategic planning and financial planning for Starbucks Corporation. The first topic covers Starbucks strategic planning initiative and identifies a strategic initiative discussed in the organization’s annual report; from this report Team C will describe how this initiative affects Starbucks financial planning. Team C will break down and address how Starbucks initiative directly affects costs and the sales of the company’s financial plan. The final section will describe the risks associated with the initiative and the financial impact that these risks have on Starbucks. Strategic Planning Initiative Strategic initiatives are strategies outlined by an organization...
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...Starbucks Coffee Company Linda Estes American InterContinental University Principles of Accounting I Dr. Felicia Olagbemi November 30, 2012 Abstract Many companies have to follows the regulation of GAAP that are set by FASB. Starbucks as adapts and agree to do what the GAAP principles and standards which can affect Starbuck dignity. I will introduce what Starbucks is all about where it started from, GAAP and description of the account principles, cost, revenue and matching for Starbucks Company. Show the application of GAAP in cost recording, revenue recognition, and the matching expenses and revenues. Basically show how Starbucks became a million dollar company. Give a description of their recent accounting standards and pronouncement of the company. Describes how the assertion of internal controls of the company financial statements. Starbucks Coffee Company Introduction/Background Information The founder and CEO of Starbucks Corporation is Howard Schultz. Howard Schultz is a man of vision who turned and unknown coffee company in Seattle Pike Place Market into a large global coffee and the most want and best respected brands to have. (Moe, m 2006) The first store open was in 1971. Starbucks got a new name in 1987 when Schultz Company, II Giornale brought Starbucks and change the name to Starbucks Corporation, at that time it was only 17 stores open. Today, with more than 17 thousands stores in 50 nations, Starbucks has the best roaster coffee and retailer of all...
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...L I V I N G O U R VA L U E S Corporate Social Responsibility Fiscal 2003 Annual Report STA R BU C K S M I S S I O N S TATEMENT AND GUIDING PRINCIPLES To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. The following six Guiding Principles will help us measure the appropriateness of our decisions: • Provide a great work environment and treat each other with respect and dignity. • Embrace diversity as an essential component in the way we do business. • Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. • Develop enthusiastically satisfied customers all of the time. • Contribute positively to our communities and our environment. • Recognize that profitability is essential to our future success. What It Means to Live Our Values at Starbucks We are very proud to present you with Starbucks third annual Corporate Social Responsibility Report, this year titled “Living Our Values.” Throughout our Report, we explain the measures we take to align our decisions and actions with Starbucks Mission Statement and Guiding Principles. The topics presented here relate to our definition of corporate social responsibility. They are subjects we also believe to be important to our partners (employees), customers, shareholders, suppliers, communities, and others. As information was gathered for each topic, we stepped back and asked ourselves if we are...
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...Starbucks Strategic Initiative FIN/370 May 7, 2012 Terry Dowdy, Ph. D. Starbucks Strategic Initiative In this paper, Team C will describe the relationship between strategic planning and financial planning for Starbucks Corporation. The first topic covers Starbucks strategic planning initiative and identifies a strategic initiative discussed in the organization’s annual report; from this report Team C will describe how this initiative affects Starbucks financial planning. Team C will break down and address how Starbucks initiative directly affects costs and the sales of the company’s financial plan. The final section will describe the risks associated with the initiative and the financial impact that these risks have on Starbucks. Strategic Planning Initiative Strategic initiatives are strategies outlined by an organization to achieve the goals and objectives outlined in the strategic plan. The Starbucks Corporation is one organization striving to improve the commitment of upholding and achieving organizational missions and goals. Starbucks is “committed to ethically sourcing and roasting the highest quality Arabica coffee in the world” (Starbucks Corporation, 2012, para.1). Starbucks’ mission is “to inspire and nurture the human spirit – one person, on cup, and one neighborhood at a time” ) Starbucks Corporation, 2012, para. 1). Guiding principles within the strategic plan of Starbucks ensure high quality products, ethical treatment of partners...
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...MANAGEMENT AND LEADERSHIP PAPER – STARBUCKS Sheila D. Forte Professor Cedrina Charbonnet Management 330 How can we differentiate between management and leadership? The biggest difference between managers and leaders is the way they motivate the people who work or follow them, and this sets the tone for most other aspects of what they do. You have people that can do both the management and leadership aspects. We know the functions of management involves planning, organizing leading and controlling. Leading has a profound effect on manager’s ability to govern as well as plan, organize and control. Basically leadership deals with interpersonal aspects of manager’s job; meanwhile, leadership deals with change, inspiration, motivation and influence (Management functions, n.d.). Leadership involves influencing others toward the attainment of organizational objectives. Effective leading requires the manager to motivate subordinates, communicate effectively, and effectively use power. If managers are effective leaders, their subordinates will be enthusiastic about exerting effort toward the attainment of organizational objectives. To become effective at leading, managers must first understand their subordinates' personalities, values, attitudes, and emotions. (Management functions, n.d.). Comparing and contrasting the difference between management and leadership are as follows: management produces order, consistency, and predictability; leadership produces change and adaptability...
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...MBA6008 Organization Selected – Starbucks Company Analysis Abstract Starbucks is a publicly traded company that has been a main competitor in the coffee and in the special eatery industries. This document will give a brief description of the company, an Analysis of the economic implications of operating in global markets and different market and industry structures, and an assessment of the impact of ethical and regulatory considerations of Starbucks. It will analyze the macro and micro economic environments and then give a conclusion and recommendation of how the company can improve in the future. Introduction Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world. According to their 2012 Annual report, they have 18,066 stores in over 60 countries, including 12,903 in the United States, 1,324 in Canada, 989 in Japan, 851 in the People's Republic of China, 806 in the United Kingdom, 556 in South Korea, 377 in Mexico, 291 in Taiwan, 206 in the Philippines, 179 in Turkey, 171 in Thailand, and 167 in Germany. In addition, Starbucks is an active member of the World Cocoa Foundation (starbucks.com). Starbucks locations serve hot and cold beverages, whole-bean coffee, micro ground instant coffee, full-leaf teas, pastries, and snacks. They have over 30 blends and single...
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...Organizational Design and Change at Starbucks Courtney Owens, Alyssa Shirley, Jen Smith, Jessica Wagner B U S 4 1 8 , N i g e l D a v e y Fall 12 Table of Contents Introduction.................................................................................................................................................3 Internal and External Environment...................................................................................................3 Goals and Strategies .................................................................................................................................6 Organizational Design..............................................................................................................................9 Effectiveness..............................................................................................................................................11 Conclusion/Recommendations.........................................................................................................13 References...................................................................................................................................................14 Appendices...................................................................
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...the world that is diverse culturally. So, how does Starbucks utilize its cultural intelligence to increase the awareness of diversity in the workplace? Is workplace diversity important to employees at Starbucks? Starbucks’ believe that to operate successfully in a global marketplace, embracing diversity in every aspect of their business is absolutely essential (www.starbucks.com). Diversity is something that brings everyone together, race, gender, religion, cultural background, experience etc… Diverse workplaces do the same as well, learning from one another and being able to work in an environment with different ethnicities. Diversity brings opportunities within the organization and the learning capability increase from the many cultures. By Starbucks being a global corporation, the company has to maintain their diversity not just for the workplace but also for the community. In this paper I will describe and explain the foundation of Starbucks Company, and how diversity is implemented in the workplace. I will also discuss how diversity is implemented in my work organization and my opinion of the importance of diversity in a workplace. With supportive documentation that will explain the how effective diversity is in the workplace and how it Starbucks is known for their workplace diversity. Introduction Starbucks was founded in 1971, in Seattle historic Pike Market, just selling coffee beans, the founders of Starbucks were Jerry Baldwin, Gordon Bowker and Zev Siegl (www...
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...benchmark economic conditions that contribute to improve profitability, business growth and market size. Starbucks strategy is also expanding market in globally to provide high quality coffee in convenient and visibility locations. They are continuing to innovate and extend the business with imaginative new ready-to-drink beverages and expanded packaged coffee offerings (Starbucks Financial release, 2007). Starbucks Corporation has established by purchasing high quality coffee beans and sells the customers along with a variety a specialty drinks and food that has met with an ever-increasing amount of success. Starbucks have succeeded several economic factors as well as price elasticity of demand. Price elasticity of demand can be determined by the percentage change in the quantity demanded with the percentage change in price. They should consider household income that people are willing to spend more on food and beverages when household income increases. Starbucks innovation in joint ventures has opened new markets and opportunities increasing product use among different demographics. Starbucks has proven to be highly innovative in business culture that offers prepaid cards, priced from $5 to $500. Joint ventures with Pepsi Company, Dreyer's Grand Ice Cream Inc and inspiring entertainment with the launch of "Hear Music" have developed Starbucks with great success. Starbucks has shown their values, leveraging market power, resources, and capabilities to achieve returns higher than...
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