09 starbucks case1
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Starbucks Coffee
CSR (Corporate Social Responsibility : CSR)
CaseStudy
Marketing University of Tennessee, George Mason University, , Department of World Business AmericanGraduate School of International Management (Thunderbird)
SME Asia Productivity Center
Harvard Microeconomics of Competitiveness (MOC)
..
1
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Sta
Case Stu
NGOs Nike Wal-Mart
CSR
The Economist CSR
CSR
CSR NGOs CSR
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42
NGOs
NGOs CSR
Google Google Google
CSR
The Economist
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Case Stu
Sta
(Win-Win) CSR MichaelE. Porter Mark R. Kramer (StrategicPhilanthropy) CSR
CSR CSR CSR
Win-Win CSR NGOs CSR
CSR
2007 9.4
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InternationalPaper United Parcel Service CSR
CSR
2000 NGOs Global Exchange
Global Exchange
Global Exchange
Global Exchange
Fai rTrade Fair Trade Global Exchange
NGOs NIKE
Fair Trade Fai r T rad e Fa irTrade
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Case Stu
Sta
CSR
CSR
CSR
CSR
1
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Starbucks
: Starbucks Corporation, Fiscal 2007 Corporate Social Responsibility Annual Report
Win-Win CSR
CSR
160
1
Fair Trade CertificatedCoffee
Stakeholder Engagement
Local Community Engagement
CSR
2%
C.A. F. E. (Cof fee and Fa rmerEquity) Fair Trade
C.A.F.E. 4
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Case Stu
Sta
2 CSR
:C.A.F.A,
Organic Shade Coffee
CSR
1 2 70%
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FairTrade System Fair Trade Certified Conservation Coffee
CSR 2006 Rwanda Blue Bourbon Starbucks Black Apron
Exclusives Coffees Cafe Estima Blend Fair Trade Certified
National Federation of Coffee Growers of Colombia (FNC) Juan Valdez
100%
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Case Stu
Sta
Yirgacheffe, Harrar Sidamo
Yirgacheffe US$ .60 US$ 2 (WIPO Magazine October,
2007).
CSR
Consumer Reports 2007
CSR
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CSR
CSR
Fair Trade Certified
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Case Stu
Sta
Ethos 2005
Caf Reconcile
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Magic Johnson
Win-Win
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Case Stu
Sta
CSR CSR 18
CSR 600 (White Collar)
CSR
(Renewable Energy)
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Grounds for Your Garden
60%
Planet Green
CSR Win-Win
CSR
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Case Stu
Sta
(4)
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3
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The Thrive Wellness
StarbucksCUP
MyPartnerCareer.com
(Resume)
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Case Stu
Sta
NGO E-mail
NGOs
CSR
CSR
NGOs CSR CSR
CSR CSR
CSR
CSR
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CSR CSR
CSR CSR CSR
CSR
Special Report :Corporate Social Responsibility, July 17th 2008, www.economist.comStarbucks Wars,www.consumerreports.orgGross, Daniel (2007), Latte Laborers Take on a Latte-Liberal Business,The NewYork Times, April,www.nytimes.com
Starbucks Social Responsibility Annual Report 2003, 2006 2007Starbucks Coffee Company, Tuck School of Business, Dartmouth College, 2002Porter, Michael E. and Mark R. Kramer (2003) The Competitive Advantage of Corporate PhilanthropyHarvard Business Review on Corporate Social Responsibility, 27-64.Van de Velde, Eveline, Wim Vermeir and Filip Corten (2005), Corporate Social Responsibility and FinancialPerformance, Corporate Governance, 5(3), 129-138.
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