Case

Study

..

Marketing University of Tennessee,
George Mason University, , Department of World Business American
Graduate School of International Management (Thunderbird)

SME Asia Productivity Center
Harvard
Microeconomics of Competitiveness (MOC)

Starbucks Coffee

CSR

(Corporate Social Responsibility : CSR)

Case Study 41

NGOs



Nike Wal-Mart

CSR
The Economist CSR






CSR


CSR

NGOs
CSR

Starbucks
Coffee

42

NGOs






NGOs
CSR





Google
Google

Google






CSR


The Economist

Case Study 43

(Win-Win) CSR Michael

E. Porter Mark R. Kramer (Strategic
Philanthropy) CSR










CSR
CSR
CSR

Win-Win
CSR

NGOs
CSR


CSR



2007 9.4

Starbucks
Coffee

44

International
Paper United Parcel Service
CSR

CSR

2000
NGOs Global Exchange



Global Exchange



Global Exchange



Global Exchange
Fair
Trade
Fair Trade
Global Exchange

NGOs

NIKE

Fair Trade

Fair Trade
Fair
Trade

Case Study 45

CSR

CSR






CSR











CSR








1

Starbucks
Coffee

46

Fair Trade Certificated
Coffee

Stakeholder Engagement
Local Community Engagement

CSR

Starbucks
: Starbucks Corporation, Fiscal 2007 Corporate Social Responsibility Annual Report

Win-Win

CSR

CSR

160

2%






C.A.F.E. (Coffee and Farmer
Equity) Fair Trade


C.A.F.E.
4

Case Study 47

2 CSR

:
C.A.F.A,

Organic
Shade Coffee

CSR

1 2 70%

Starbucks
Coffee

48

Fair
Trade 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%

Case Study 49

Yirgacheffe, Harrar Sidamo

Yirgacheffe
US$ .60 US$ 2 (WIPO Magazine October,
2007).

CSR

Consumer Reports 2007




CSR

Starbucks
Coffee

50

CSR

CSR

Fair Trade Certified

Case Study 51

Ethos


2005


Caf Reconcile

Starbucks
Coffee

52

Magic Johnson

Win-Win

Case Study 53

CSR
CSR

18

CSR
600



(White Collar)

CSR

(Renewable Energy)

Starbucks
Coffee

54

Grounds for Your Garden

60%

Planet Green

CSR
Win-Win

CSR

Case Study 55

( 4)


16

Starbucks
Coffee

56

The Thrive Wellness



Starbucks
CUP

MyPartnerCareer.com
(Resume)

Case Study 57

NGO
E-mail


NGOs

CSR

CSR






NGOs

CSR CSR



CSR




CSR




CSR

CSR

Starbucks
Coffee

58

CSR
CSR




CSR
CSR
CSR


CSR

Special Report : Corporate Social Responsibility, July 17th 2008, www.economist.com
Starbucks Wars, www.consumerreports.org
Gross, Daniel (2007), Latte Laborers Take on a Latte-Liberal Business, The NewYork Times, April,
www.nytimes.com
Starbucks Social Responsibility Annual Report 2003, 2006 2007
Starbucks Coffee Company, Tuck School of Business, Dartmouth College, 2002
Porter, Michael E. and Mark R. Kramer (2003) The Competitive Advantage of Corporate Philanthropy
Harvard Business Review on Corporate Social Responsibility, 27-64.
Van de Velde, Eveline, Wim Vermeir and Filip Corten (2005), Corporate Social Responsibility and Financial
Performance, Corporate Governance, 5(3), 129-138.