October 22, 2015
Brand Narratives and Social Media Imperatives
Howard Schultz is the CEO of Starbucks, (the largest coffee making company in the world). He’s also a social activist who believes corporations have an obligation to society beyond commercial activities that impact their bottom lines. According to Schultz, the role of a corporate leader is evolving and leaders now have the capacity to spark conversations on social issues. The initiative, “Race Together”, emerged from this belief.
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