Sustainable Development in the Coffee Industry
Business Strategies for Sustainable
Development (WMX042)
Examination 3
Coffee Industry
Josef Matthias Fellinger
Kristin Gertz
François Prieur
Miguel Pino Martin
Page 2 of 26
Coffee Industry
Group 4
Table of contents
The story of coffee ................................................................................................ 3
Environmental issues ............................................................................................. 4
Social issues .......................................................................................................... 5
Starbucks vs. Tchibo ............................................................................................. 8
NGOs and labour organizations .......................................................................... 12
Customer.............................................................................................................. 15
Legitimacy and de-coupling ................................................................................ 16
Policies and control strategies ............................................................................. 18
Author perspectives ............................................................................................. 20
Improvement suggestions .................................................................................... 23
Bibliography ........................................................................................................ 24
Table of figures
Fig.1 The yellow countries are the 10 biggest coffee producers ................................................ 3
Fig.2 Highest deforestation of natural forests ............................................................................ 4
Fig.3 Current food shortages in Ethiopia ................................................................................... 5
Fig.4 World-wide collapse of coffee prices to the detriment of the coffee
Development (WMX042)
Examination 3
Coffee Industry
Josef Matthias Fellinger
Kristin Gertz
François Prieur
Miguel Pino Martin
Page 2 of 26
Coffee Industry
Group 4
Table of contents
The story of coffee ................................................................................................ 3
Environmental issues ............................................................................................. 4
Social issues .......................................................................................................... 5
Starbucks vs. Tchibo ............................................................................................. 8
NGOs and labour organizations .......................................................................... 12
Customer.............................................................................................................. 15
Legitimacy and de-coupling ................................................................................ 16
Policies and control strategies ............................................................................. 18
Author perspectives ............................................................................................. 20
Improvement suggestions .................................................................................... 23
Bibliography ........................................................................................................ 24
Table of figures
Fig.1 The yellow countries are the 10 biggest coffee producers ................................................ 3
Fig.2 Highest deforestation of natural forests ............................................................................ 4
Fig.3 Current food shortages in Ethiopia ................................................................................... 5
Fig.4 World-wide collapse of coffee prices to the detriment of the coffee
Bibliography: Santérus Academic Press. Stockholm Paul Polak, „Out of Poverty – What works when traditional approaches fail”, BerrettKoehler Publishers, San Francisco, 2008 S. K. Mangal, Planting, Production and Processing, Gene-Tech Books, New Delhi, 2007 Articles: April Linton, 2005, “Partnering for sustainability: business-NGO alliances in the coffee industry”. Development in Practice, Volume15, Numbers 3 & 4 Article by Egels_Zandén, 2007 and Welford in the book by Dobers, 2010 DiMaggio PJ, Powell WW. 1983. “The iron cage revisited: institutional isomorphism and collective rationality in organizational fields” Vol. 48, No. 2. Pp. 147-160 Egels-Zandén,N., 2006, “Suppliers” Compliance with MNCs’ Codes of Conduct: Khan, F. R., Munir, K.A, and Willmott, H. 2007. “A Dark Side of Institutional Entrepreneurship: Soccer Balls, Child Labour and Postcolonial Impoverishment”. Organization Studies, 28, pp.1055-1077 Costanza,R., 1989, “What is Ecological Economics?” Ecological Economics, Vol Longman, 1988, viewed on 11.10.2011, http://www.ico.org/botanical.asp?section=About_Coffee http://www.mongabay.com/images/2005/defor1.jpg National Geographic Society, 1999, viewed on 11.10.2011 http://www.nationalgeographic.com/coffee/map.html Starbucks, “Starbucks Coffee company” viewed on October 15, 2011,