Starbucks Thesis

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Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Corporate Social Responsibility – A case study of Starbucks’ CSR communication through its corporate website Bachelor Thesis in Marketing and Management Communication Sanne Sanne Bruhn-Hansen CPR: XXXXXX-XXXX Supervisor: Tomasz A. Fediuk No. of characters: Thesis: 54,329 Abstract: 3,492 Page 1 of 42 Sanne Bruhn-Hansen Supervisor: Tomasz A. Fediuk Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Abstract Organizations today are experiencing increased pressure from their surrounding environments to act as good social citizens while still being profitable. Acting social and ethical responsible has…show more content…
As an overall conclusion, Starbucks is a major player within CSR, and through its corporate website it is evident that the company is aware of the various tools online communication offers to increase the reach of the communication, as well as to expand the target audience. In addition, Starbucks frames it CSR communication to emphasize responsibility and relationships, as well as commitment, fit and relevance, which goes in accordance with the communication framework for effective CSR communication. Total no. of characters: Abstract: 3,492 Thesis: 54,329 Page 3 of 42 Sanne Bruhn-Hansen Supervisor: Tomasz A. Fediuk Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Table of Contents 1. Introduction ............................................................................................................................................... 5 1.1. 1.2. Scientific method ................................................................................................................................7 1.3. 2. Problem statement.............................................................................................................................6 Delimitation

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