Starbucks Corporation: A Bittersweet Reputation Recovery
商品編號：9B20M172
出版日期：2020/10/23
再版日期：2020/10/23
商品來源：
商品主題：General Management/Strategy
商品類型：Case (Pub Mat)
涵蓋議題：crisis communications;public relations;diversity
難易度：4 - Undergraduate/MBA
內容長度：7 頁
地域：United States
產業：Accommodation & Food Services;
事件年度：2018
In April 2018, following an in-store incident in Philadelphia that resulted in the unwarranted arrests of two Black men, Starbucks Corporation (Starbucks) faced a severe public relations crisis. A video of the incident, posted on Twitter, quickly generated widespread attention, online criticism, and in-person protests from people who accused the coffee giant of having exhibited racial bias. Within a few days, Starbucks shared press releases that featured its chief executive officer personally apologizing and taking responsibility for the incident. The chief executive officer also announced that US Starbucks stores would close for an afternoon for racial bias training and education. Although many public relations experts and customers commended Starbucks for its response, others continued to criticize Starbucks, claiming that its response wasn't genuine, but merely an attempt to protect reputation and avoid losing business. Further, while the training may have yielded positive education for employees, was it enough to prevent similar incidents from occurring in the future? What could Starbucks do to demonstrate its intentions were genuine? How could it correct its mistake, address the root cause of the incident, keep customers' trust, and thrive as the world's largest coffee retailer?
教學手冊：8B20M172;
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