Monday, June 21, 2004

Combining CR with SCM and Brand Management

In the Harvard BR of June 2004, there is an interesting article by Elliot Schrage about coffeemaker Starbucks. Not only did Starbucks react to antiglobalization activists singling out Starbucks for having exploited third-world farmers: to protect its brand the company also began to actively cultivate and reward environmentally and socially responsible suppliers ("sustainable sourcing"). This is a preferred supplier program to attract and reward farmers committed to socially and environmentally responsible farming.