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Starbucks Corporation Is An American Global Coffee Company

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Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington (Starbucks, 2000). Founded in 1971 as a coffeehouse and retailer, the company expanded rapidly. Between 1987 and 2007, Starbucks opened an average of two new stores daily (Starbucks, 2000). After 43 years of business, Starbucks is still the largest coffee house in the world with more than 15,000 stores in 50 countries making it the premier retailer of specialty coffee (Starbucks, 2000).

Morrison states that an effective campaign can engage an organisations target publics and raise a company’s profile (Morrison, 2015). Yet a badly executed campaign can attract negative attention from the media (Morrison, 2015). A recent example of a poorly structured campaign is Starbucks “Race Together” campaign. The Race Together campaign began on the 16th of March 2015 with virtuous intentions of generating discussions about race and racial equality, although it later backfired majorly.

The recently launched Starbucks initiative, "Race Together" aimed to inspire conversations about race and racial equality (Tovey, 2015). The campaign stemmed from a forum in December 2014, where employees were encouraged to discuss their thoughts on racial issues in response to racial tensions that have expanded across America as of late. Specifically, the shooting deaths of unarmed black men such as Michael Brown and the New York choking death of Eric Garner by white police officers, generating

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