Case Study

brown coffee beans

This study was derived from Corporate Communication: A Guide to Theory & Practice by J. Cornelissen: “Starbucks ran the V2V site, which was a social networking site that the company ran up until 2008 where people were able to connect on global relief causes and community issues. The company directly facilitated the discussion and supported the identified causes and issues. On another site that is still live, people can suggest ideas for products, store experiences and community involvement…Starbucks is able to give them a direct voice (2017, p.81).”

Q: In an effort to develop long-term relationships, should Starbucks had aimed to develop relationship with some or all of its stakeholders?

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