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Starbucks’ Social Responsibility Initiatives and its Impact on the Company’s Brand Image

Book Title: Corporate Case Studies

Editors: Dr. Abhijit Pramod Chandratreya and Dr. G. Gopalakrishnan

ISBN: 978-81-986047-8-1

Chapter: 9

DOI: https://doi.org/10.59646/csc9/327

Author: Dr. Shilpa Gaidhani

Abstract

By consistently delivering high-quality coffee and other beverages and by actively engaging in CSR initiatives, Starbucks has become a formidable global brand. This chapter outlines the primary corporate social responsibility (CSR) initiatives undertaken by Starbucks. Ethical sourcing, environmental sustainability, community involvement, and employee welfare are all part of these initiatives. Collaborations on fair trade, efforts to decrease carbon footprints, and social equality programs are just a few of the many initiatives the firm has launched to improve its public image. Financial performance has been positively affected, brand loyalty has been fostered, and consumer trust has been increased as a result of these measures. If Starbucks wants to carry out its CSR initiatives effectively, it will have to overcome a lot of challenges, such as problems in the supply chain, regulatory constraints, and even public criticism. This chapter’s goal is to use statistical data and case studies to show how Starbucks’ CSR initiatives affect the company’s reputation and bottom line. On top of that, it examines the challenges faced by the company in fulfilling its CSR promise and offers valuable insights for businesses looking to integrate social responsibility into their brand strategy. At the end of the chapter, there are some discussion questions meant to encourage further research on the topic.

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