Starbucks Ethical Sourcing Case Study

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6.4 Ethical Sourcing
Howard Schultz to take a comprehensive approach to ethical sourcing, using responsible purchasing practices; farmer support; economic, social and environmental standards; industry collaboration and community development programs. The cornerstone of his approach is Coffee and Farmer Equity (C.A.F.E.) Practices, one of the coffee industry’s first sustainability standards of coffee.
Ethical leadership includes efforts to encourage ethical behaviour as well as efforts to stop unethical practices. Ethical leaders seek to build mutual trust and respect among diverse followers and to find integrative solutions to conflicts among stakeholders with competing interests (Yuki, 2012).
As Starbucks have grown to now more than 23,000 stores in over 70 countries, ethical leadership has lead them commit in create global social impact in neighbourhoods around the world. This has aligned with its vision that together elevates their partners, customers, suppliers and neighbours to create positive change.
Ultimately, Starbucks innovation aimed to achieve a
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Mobile application payment option generates barcode to be usable in targeted stores. Mobile marketing strategy is used by Schultz has establish it as an important channel to reach and interact with consumers and give rise to a higher level of emphasis placed on the marketing mixed used in mobile devices.
Starbucks enables customers to receive rewards in free coffee after usage of the mobile application in a certain amount of purchases via the card. This also serves as a positive reinforcement for users of the mobile reward card (Alreck & Settle, 1999). Mobile marketing will play a major role for future marketing strategies, because it may establish it as an important channel to reach and interact with consumers, may give rise to a higher level of emphasis placed on the use of mobile devices in the marketing

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