What grade does Wharton Marketing Professor Americus Reed give Starbucks in their brand crisis management strategy? Last week, two African American men were arrested at a local Philadelphia Starbucks on the grounds of trespassing while waiting for a 3rd man to arrive for a business meeting. Starbucks declined to press charges and the men were released, but a national conversation has been ignited over racial discrimination by Starbucks at large. Professor and host Americus Reed dissects the incidents and resulting steps taken by Starbucks to make the situation right on Marketing Matters.
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