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RAB Research Archive

Radio Matters Blog: It's About the Connection



Author: Annette Malave, SVP/Insights, RAB On May 29, Starbucks closed over 8,000 company-owned stores for anti-bias training. This closing was prompted by a racial-bias incident which took place in April. Since that time we have all watched Starbucks working hard to protect its brand and maintain the strong connection they have with their consumers as a “third destination between home and work.” This connection is the very essence of their business model according to their website: “We make sure everything we do honors that connection – from our commitment to the highest quality coffee in the world, to the way we engage with our customers and communities to do business responsibly.” Using videos as the training platform, Starbucks employees (or “partners”) heard from Starbucks Chairman Howard Schultz and board member Mellody Hobson. Also on the agenda was Common, a well-known hip-hop artist, actor and activist -- underscoring the value that a respected personality/celebrity from the community brings.





View or Download: http://www.radiomatters.org/index.php/2018/06/04/its-about-the-connection/

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