The way that the payment of corporation tax has moved from being an minority activist agenda (Vodafone) to a mainstream agenda within a very short space of time is instructive. Starbucks executives have now been summoned to appear before a Parliamentary committee to explain its non-payment of tax in the UK and the company is facing a developing media campaign, with worryingly for them, the Daily Mail, the voice of "middle Britain" having the company firmly in its sights and referring to a company boycott.
Source: Guardian.
It would be interesting to know when market research organisations such as Ipsos Mori with their reputational surveys of elites widely used by large brands was first starting to spot this as an agenda. Also whether payment of corporation tax by large brands is a developing global agenda and will appear as an agenda impacting on trust in the Edelman Trust barometer.
Starbucks need to be credited for their transparency on their web site allowing us to read the gathering comments about the CEO of Starbucks UK trying to communicate around the issue. A rich stream of data for analysis alongside gathering commentaries of users on the Daily Mail and other news sites.
By all accounts from sources in the company, Starbucks has a small PR department and is yet another example of large brands which do not have sufficient feel and insight on developing stakeholder agendas.
It is worth highlighting that new marketing perspectives show a growing appreciation of stakeholder perspectives and non-marketing relationships around the development of the brand particularly with the influence of social media. The doctoral work of a colleague Dr Jon Wilson is in this very area. This is an area of growing focus and expertise for a number of us at Greenwich with overlapping interests around PR and marketing in this sphere. However the evidence from major brands (Google, Apple, Starbucks) is that practice is lagging behind theory in this respect.
It would be interesting to know when market research organisations such as Ipsos Mori with their reputational surveys of elites widely used by large brands was first starting to spot this as an agenda. Also whether payment of corporation tax by large brands is a developing global agenda and will appear as an agenda impacting on trust in the Edelman Trust barometer.
Starbucks need to be credited for their transparency on their web site allowing us to read the gathering comments about the CEO of Starbucks UK trying to communicate around the issue. A rich stream of data for analysis alongside gathering commentaries of users on the Daily Mail and other news sites.
By all accounts from sources in the company, Starbucks has a small PR department and is yet another example of large brands which do not have sufficient feel and insight on developing stakeholder agendas.
It is worth highlighting that new marketing perspectives show a growing appreciation of stakeholder perspectives and non-marketing relationships around the development of the brand particularly with the influence of social media. The doctoral work of a colleague Dr Jon Wilson is in this very area. This is an area of growing focus and expertise for a number of us at Greenwich with overlapping interests around PR and marketing in this sphere. However the evidence from major brands (Google, Apple, Starbucks) is that practice is lagging behind theory in this respect.
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