In turn, this complexity is driven by an increasing understanding of sustainability, going "green," and bringing ethical and moral philosophy into the business community. Besides increasing coffee outlets globally, Starbucks must count on corporate social responsibility as a key maxim of their production and marketing efforts. The company's "Global Responsibility strategy and commitments…. And the communities [they] do business with, as well as [their] focus of being an employer of choice, are also key compliments to [their] business strategies" (Schultz). PepsiCo echoes this in understanding that the market is now all people on earth, every country, every demographic. Pepsi confirms this commitment to CSR noting, "At PepsiCo, our actions -- the actions of all our associates -- are governed by our Worldwide Code of Conduct. This Code is clearly aligned with our stated values -- a commitment to sustained growth, through empowered people, operating with responsibility" (Nooyi).
Indeed, "every business leader recognizes that change -- no matter how challenging -- is necessary for growth and progress"...
The theme for the second decade of the 21st century is clear -- global growth with a conscience. This growth supports diversity in the workplace, innovation, passion, and most especially a paradigm shift that allows all stakeholders to find areas of optimistic, positive, accountability.
REFERENCES
Bezos, J. (2011). Letter to Shareholders. Amazon.com 2010 Annual Report. Retrieved from:
http://sec.gov/Archives/edgar/data/1018724/000119312512161812/d329990dex991.htm
Gooch, J. (April 2012). Letter to Shareholders. Radio Shack 2011 Annual Report. Retrieved from: http://ir.radioshackcorporation.com/phoenix.zhtml?c=84525&p=irol-irhome
Nooyi, I.K. (2011). Letter to Shareholders. PepsiCo 2010 Annual Report. Retrieved from:
http://www.pepsico.com/Download/PepsiCo_Annual_Report_2010_Full_Annual_Report.pdf
Schultz, H. (2012). Letter to Shareholders. Starbucks Corporation: Fiscal 2011 Annual Report.
Retrieved from: http://investor.starbucks.com/phoenix.zhtml?c=99518&p=irol-reportsannual
