1. Starbucks
A case study for ethically sourced and produced co ee

2. Stakeholders
Who are the players?

3. Stakeholders
Who are the players?

4. Stakeholders
Who are the players?

5. Stakeholders
Who are the players?

6. Stakeholders
Who are the players?

7. Stakeholders
Who are the players?

8. Stakeholders
Who are the players?

9. Stakeholders
Who are the players?

10. Question
Our central problem to solve

11. Global Exchange
Sees a gap between values and reality
Question
Our central problem to solve

12. How can Starbucks reconcile
the tension between quality
and social/environmental
responsibility inherent in its
mission statement?
Question
Our central problem to solve

13. Mission Statement
“…the premiere purveyor of the nest co ee in the world…”
Question
Our central problem to solve

14. Mission Statement
“Contribute positively to our communities and our environment.”
Question
Our central problem to solve

15. Answer
Aligning values and integrating objectives

16. COMMUNITY EFFICIENCY
Answer
Aligning values and integrating objectives

17. LIBERTY
EQUALITY
Answer
Aligning values and integrating objectives

18. BALANCE
Answer
Aligning values and integrating objectives

19. BALANCE
Answer
Aligning values and integrating objectives

20. Starbucks Standard
“Ethically sourced” credentials and seal

21. Starbucks
Reposition “fair trade” to align with mission and values
Starbucks Standard
“Ethically sourced” credentials and seal

22. Large Industry
Sustainable business practices
Starbucks Standard
“Ethically sourced” credentials and seal

23. Joint Ventures
Support for farmers’ adoption of standards

24. Starbucks
Financial support through capital investment and micro nance
Joint Ventures
Support for farmers’ adoption of standards

25. TransFair USA
Organize and empower small farmer coops
Joint Ventures
Support for farmers’ adoption of standards

26. Small Farmers
Gain in uence among other stakeholders
Joint Ventures
Support for farmers’ adoption of standards

27. Communication
How do we inform the public?

28. Global Campaign
Open dialogue, transparency, alliance building
Communication
How do we inform the public?

29. From Grower to Consumer
Content Connection Conversation Context
Communication
How do we inform the public?

30. “” Promote It
Key messages, certi ed seal, web site, POP collateral and more
Communication
How do we inform the public?

31. Results
What are the outcomes?

32. Results
What are the outcomes?

33. Sustainable future
Economic advantages
Opportunity for growth
Results
What are the outcomes?

34. Results
What are the outcomes?

35. Adherence to business and
environmental standards
Sustainable business
practices
Results
What are the outcomes?

36. Results
What are the outcomes?

37. Achieve goals of social,
environmental and
economic justice
Results
What are the outcomes?

38. Results
What are the outcomes?

39. Create sustainability
through cooperation
Help industry rede ne
itself for a new era
Results
What are the outcomes?

40. Results
What are the outcomes?

41. Quality balanced with
morality
Con dence in Starbucks
as a trusted friend
Results
What are the outcomes?

42. Results
What are the outcomes?

43. Address global needs
Ensure product quality
Engage consumers
Make money
Results
What are the outcomes?

44. Ethical Resolution
Stakeholder tensions resolved

45. COMMUNITY EFFICIENCY
Ethical Resolution
Stakeholder tensions resolved

46. LIBERTY
EQUALITY
Ethical Resolution
Stakeholder tensions resolved

47. TRIPLE
BOTTOM LINE
Ethical Resolution
Stakeholder tensions resolved

48. Q&A

49. Credits
Small farmer
farm1.static. ickr.com/126/389783649_03bdcb0cc1_o.jpg
Large industry
sweetmarias.com/
Global Exchange
globalexchange.org/images/GlobalJusticeFTAA.jpg
Consumers
cfs13.tistory.com/image/3/tistory/2008/12/31/00/02/495a3817093dc
Paul Rice
bigvisionpodcast.libsyn.com/index.php?post_id=199126