Starbucks Response To Oxfam's Challenge

Illig writes about Starbucks response to the U-tube posting of Oxfam Charities video about how Starbucks is mistreating the Ethiopian farmers. The response from Starbucks has been equally "grass-rootsy", and bold. Starbucks is now a large corporation, and large corporations tend to be hidebound to change. Internal policies and procedures tend to so skew the response to conservatism and procedure driven that its almost impossible to quickly mount a response to a challenge, lets it be seen as being too aggressive.

However in this instance, Starbucks seems to have done exactly opposite demonstrating that Starbucks hasn't forgotten where it got its start - as a scrappy young brand that did not hesitate to put its position in the market place.

Newer technologies like blogs and U-tube are marketing opportunities, and the companies that rapidly adopt these technologies are going to create a significant marketing opportunity for themselves.
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