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Collaborating with Activists: HOW STARBUCKS WORKS WITH NGOS Paul A. Argenti tarbucks CEO Orin smith was in for an alive surprise at his confederacys annual shareholders clash in February 2000. The meeting had always been a fun, all-day affair during which shareholders from close the country gathered to celebrate the companys success. That year, however, metalworker and some other senior Starbucks executives heard complaints from Global messiness meeting, a non-governmental arrangement (NGO) focused on human rights. consecrate to promoting 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 buy Fair Trade deep brown beans. Not only did the activists fragmentise the companys annual meeting, but they also jeopardize a national ostracize of Starbucks if the company refused to distribute and lift Fair Trade coffee. Although Smith strongly disagreed with the activists use of his companys shareholders meeting as a public forum, he knew Starbucks would standardizedly face good reprisals if it did not address the issues raised(a) by Global Exchange and a growing tendency 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 drive a living wage, in an effort to live up to the standards Starbucks set for itself in the scope of social responsibility.1 The author would like to thank Dennis Macray and Sue Mecklenburg at ! Starbucks; Karen Beck, G. McCall Guyton-Edmiston, and Alison Stanley at the Tuck shoal of Business for their help, Isabelle Maignan, Associate prof of Marketing at the Nijmegen inform of Management, University of Nijmegen, for her help; and the Allwin Initiative for corporal Citizenship at the Tuck inform of Business for its ?nancial support of this research. S CALIFORNIA...If you necessitate to get a full essay, order it on our website: OrderCustomPaper.com

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