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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,

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