„СТАРБЪКС”: НАРАТИВИ НА КОРПОРАТИВНОТО ГРАЖДАНСТВО
STARBUCKS: NARRATIVES OF CORPORATE CITIZENSHIP

Summary/Abstract: The article presents the development of the international chain Starbucks as a projection of the roles and significance of corporate citizenship. It also outlines leading aspects in the company policy, corresponding to the social trends and consumer demands under the conditions of hyper-competition and hyper-consumption. The study is based on Douglas Halt’s conception about brands – icons and Gilles Lipovetsky’s theory about hyper-consumer society.

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