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Starbucks
C/B/969. Does Fair Trade branding offer significant advantages to stakeholders? The case of Starbucks in the Ethiopian market
- WORDS:
- 2900
- DATE:
- 2008
- PRICE:
- 29.99 GBP
The paper examines the role of Fair Trade branding in providing stakeholders (countries and producers) with advantages that are not otherwise afforded to marginalised producers. A case study of Starbucks in the Ethiopian market is conducted discussing the ethical values adopted by Starbucks against a backdrop of supposed brand hypocrisy in Ethiopia, where Starbucks was accused of subverting the country's ability to get a better price for their coffee beans.
KEYWORDS: Fair Trade, branding, Starbucks, Ethiopia, coffee,
Other Papers On: Stakeholders
Other Papers On: Starbucks
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