STARBUCKS
Evaluation a Business Code Ethics the purpose assignment assist refining problem-solving capabilities organizations possesses business ethics applications. This paper a structured, objective format called a system inquiry.
Starbucks code of ethics
Starbucks' mission
The Starbucks Corporation has its origins in a small chain of coffee stores that was designed to replicate the European coffeehouse experience for American consumers. At the time of its birth in Seattle, most Americans' experience of coffee was confined to Folgers or Maxwell House. Starbucks was acquired by current CEO Howard Schultz who believed its "top-quality, fresh-roasted, whole-bean coffee was the company's differentiating feature and a bedrock value" (Thompson & Gamble 1997:1). Under Schultz's control, Starbucks expanded rapidly in both American cities and suburbs. Eventually, the company began to open stores abroad, in East Asia and Europe. Starbucks strove to super-saturate the market, going contrary to conventional business wisdom that it is unwise to let stores compete with one another. Each store was crafted to have an individualized character: every Starbucks was unique, and the Starbucks on one block of New York City was not the same as the one in a nearby neighborhood. Eventually, the company's presence became ubiquitous in American life. "Before Starbucks, people drank a generic beverage called coffee. Today, thanks to Starbucks, coffee is an experience" (Hawthorne 2012: 44).
Starbucks gained a reputation as an 'ethical' company because of the comprehensive health benefits it offered its workers and the fact that it stocked a selection of Fair Trade coffees (although Starbucks does not exclusively sell Fair Trade products). However, Starbucks has been the subject of much criticism in recent years because of the extent to which it has driven independent coffee competitors out of business. Starbucks' commitment to quality has also been questioned, forcing it to retrain its baristas to deal with problems with its flavor and freshness. Starbucks may be more subject to criticism than other firms because its mission statement is defined in such clearly ethical terms: "Our mission: to inspire and nurture the human spirit -- one person, one cup and one neighborhood at a time" (Mission statement, 2012, Starbucks). Starbucks defines its mission in as a spiritual one. It stresses how it cares for its customers and suppliers and is not simply interested in making a profit. It affirms that it adds to rather than detracts from the community of which it is a part.
Ethical system used by the firm
The classic rendition of the ethical obligations of a firm is that the firm's sole ethical obligation is to make a profit for its shareholders. In defining its company objectives in moral terms, Starbucks takes a different ethical approach, stressing the duty-bound nature of its ethical obligations. Starbucks presents itself as a principled company to the world, with strict standards for its staff, management, and overall governance. Selling coffee is not a means to a profitable end: Starbucks claims it is selling an 'experience' of coffee that can truly make the world better.
Of course, this virtuous image is an important part of Starbucks' marketing. Starbucks is not the most expensive luxury brand of coffee; nor is it the cheapest. It positions itself as an 'affordable luxury' that even middle-income consumers can purchase. High-minded people can 'feel good' about consuming Starbucks, ethically, as well enjoys its taste. Spending extra money on a macchiato is not an indulgence but rather a positive statement that enhances the lives of others. Without its sense of ethics, Starbucks would have more difficulty positioning itself in the coffee market.
How the code of ethics is used
Starbucks' Code of Ethics is used to govern the behavior of everyone from its CEO to its lowest-level employees. According to Starbucks' ethical guidelines for CEO and Finance Leaders, the leaders affirm they will avoid conflicts of interest, act in good faith, respect confidentiality of information, comply with government laws,...
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