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Just Good Business by Kellie McElhaney

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6 SIMPLIFY

Everything should be made as simple as possible, but not simpler.

—Albert Einstein

Go into any Starbucks, order a $5 vente double decaf, no-fat, no-foam, no-whip vanilla latte, move down the counter to wait for your order, and you will probably find a copy of the Starbucks corporate responsibility brochure strategically located by the sugar, cinnamon, and chocolate sprinkles. This brochure is an example of the type of complex CSR messaging that most people will not bother to read.

Starbucks has always been one of the companies that take social responsibility seriously. Starbucks made a name for itself years ago by providing health care, paid vacations and sick leave, company stock options, a retirement plan, and other benefits ...

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