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星巴克咖啡公司是一个国际公司和连锁咖啡馆，总部位于西雅图,华盛顿。星巴克是世界上最大的咖啡馆公司,它在世界上58个国家的19555家门店,其中包括美国的12811家，加拿大的1248家，日本的965家，英国的766家，中国的580家还有韩国的420家。根据调查(2012年)，中国现在是总部位于西雅图的星巴克的第五大市场,仅次于美国、加拿大、英国和日本(帕拉。3)。很明显,他们对咖啡的热情,真诚的服务和社区文化已经十分青睐。2011年在中国举行的公共关系网络活动中，影响企业社会责任的海选中，“星巴克全球服务——绿色社区行动”中脱颖而出，超越100多个大型企业，授予此特殊荣誉。
Vina (Wu Fan) Sias International University Corporate Social Responsibility in China: Starbucks Coffee International, Inc. Starbucks Corporation is an international coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 19,555 stores in 58 countries, including 12,811 in the United States, 1,248 in Canada, 965 in Japan, 766 in Great Britain, 580 in China and 420 in South Korea. According to Zhou (2012), China now is the fifth-largest market for the Seattle-based Starbucks, following the US, Canada, the United Kingdom and Japan in that regard (para. 3). It’s clear that their passion for great coffee, genuine service and community connection transcends language and culture. The selection of the 2011 most public influence corporate social responsibility events initiated by the Chinese public relations network, “Starbucks Global Month of Service - Green Community Action” to stand out from the case of more than 100 corporate social responsibility, was awarded this honor. Meanwhile, Starbucks by virtue of the students environmental practitioner summer camp project in August 2011 held in Beijing and the “Starbucks Golbal Month of Serviece – Green Community Action” won the “2011 Outstanding Community Team Award” granted by the Starbucks’ employees and customers are cumulative contributions to community service hours for nearly 25,000 hours. The large-scale community activities include: 65 Starbucks employees and 15 customers to participate in a tree-planting operations in the Shanghai Oriental Oasis on April 8; April 12, 27 Starbucks employees and community volunteers helped Yanyun west communities to set up waste separation sites, improve trash classification marking system, and establish a waste management system in Guangzhou, Beijing street; 38 Starbucks employees and customers clean the public facilities of the Qing Shiqiao street and clean up the garbage in Chengdu on April 14; April 16, 115 Starbucks employees and customers clean up the ecological park in Shenzhen, in addition, they propagandized and explained the knowledge of ecological protection. There are another types of corporate social responsibility Starbucks engaged in. For example, In Pu’er, Yunnan province, Starbucks established a coffee farm, which is the first time planting coffee by itself since it founded in the 40 years ago. In addition, this coffee farm is a demonstration farm. When cultivate the coffee beans, it is more focus on protecting the local environment and concerning the coffee farmers. As Xin et al. (2012) advised, “In 2010, the city government signed a memorandum of understanding with Starbucks that will have the company manage a farm where coffee will be grown for production. It will also open a farmer-support center and establish a demonstration farm that offers training about soil quality, tree planting and pruning” (para. 12). Ferrell et al. (2011) noted that “Starbucks pays coffee farmers premium prices to help them make profits and support their families” (p. 72) . In order to balance the relationship between corporate profitability and social ethics, and creat a thriving community in the Starbuck business places. Starbucks engage in these corporate social responsibility activities. The corporate social responsibility help Starbucks. These activities enhance its visibility. Ferrell et al. (2011) declared that “Starbucks is not only the most prominent brand of high-end coffee in the world, but it is also one of the defining brands of our time. Is there anyone in the United States, or and part of the developed world for that matter, who has not heard of Starbucks?” (p. 73). In other hand, Starbucks’ behavior makes its staff loyalty to him more and more. Starbucks’ corporate social responsibility help protect the resources and the environment and achieve sustainable development. In addition, their activities help ease the gap between rich and poor, and eliminate the social unrest. Starbucks social responsibility establish a positive brand image. In my opinion, Starbucks’ corporate social responsibility reflect the stakeholder perspective. Starbucks enterprises to create profits and shareholders liable for the same time, but also bear the responsibility of employees, consumers, communities and the environment. Starbucks go beyond the traditional concept of profit as the only goal, emphasizing the human values of concern in the production process, emphasizing the contribution to the consumers, the environment, and the society. Reference Zhou, Y. (2012, 4 3). Starbucks wide awake to china market prospects. Retrieved from http://usa.chinadaily.com.cn/epaper/2012-04/03/content_14974347.htm Xin, D. (2012, 3 10). Yunnan seeks to associate itself with coffee production. Retrieved from http://europe.chinadaily.com.cn/business/2012-03/10/content_14805247.htm Fraedrich, J., Ferrell, O. C., & Ferrell, L. (2011). Ethical decision making for business: Starbucks’ mission: social responsibility and brand strength. South-Western: Cengage Learning. Fraedrich, J., Ferrell, O. C., & Ferrell, L. (2011). Ethical decision making for business: Starbucks’ mission: social responsibility and brand strength. South-Western: Cengage Learning. |
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