Comments on: Starbucks can have it both ways http://mediamindshare.wordpress.com/2007/05/15/starbucks-can-have-it-both-ways/ Tue, 14 Jul 2009 20:48:44 +0000 http://wordpress.com/ hourly 1 By: Heather Yaxley http://mediamindshare.wordpress.com/2007/05/15/starbucks-can-have-it-both-ways/#comment-101 Heather Yaxley Tue, 15 May 2007 18:13:26 +0000 http://mediamindshare.wordpress.com/2007/05/15/starbucks-can-have-it-both-ways/#comment-101 I think you are spot on here - companies seem scared of pro-active public relations with key stakeholders rather than seeing this as a real opportunity. Many investors and shareholders are looking for companies that have strong reputations and values, especially with the rise in ethical investment. Social responsibility is about win-win-win. The Ethiopia issue seemed petty and mean - just when issues about sustainability are high on the agenda. The irony here is that the Ethiopians were trying to claim ownership of a brand that is rightfully theirs and has such powerful connections with the country. Companies such as Starbucks are the epitome of brand over substance (it is just a cup of coffee) - and then they don't want to share that added value of the brand with those who are much poorer. Shame on them and their PR advisors. I think you are spot on here – companies seem scared of pro-active public relations with key stakeholders rather than seeing this as a real opportunity. Many investors and shareholders are looking for companies that have strong reputations and values, especially with the rise in ethical investment. Social responsibility is about win-win-win. The Ethiopia issue seemed petty and mean – just when issues about sustainability are high on the agenda. The irony here is that the Ethiopians were trying to claim ownership of a brand that is rightfully theirs and has such powerful connections with the country. Companies such as Starbucks are the epitome of brand over substance (it is just a cup of coffee) – and then they don’t want to share that added value of the brand with those who are much poorer.

Shame on them and their PR advisors.

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