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USA: Comment - Starbucks: the friendly face of globalization

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Starbucks has announced that it will pay more for ethically and ecologically sound coffee. Starbucks is taking steps to improve its reputation as an ethical trader on the global coffee market. This is important for Starbucks as it has positioned itself as an experiential and lifestyle choice for the young urban consumer. Although this is a valuable PR exercise, it will also serve to protect Starbucks' supply of luxury coffee.


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