Starbucks

In Starbucks: Value-driven Consumerism as a Global Tale, through an analysis of a Starbucks campaign, Jørgen Riber Christensen uncovers new trends in marketing, i.e. a new type of market campaign characterized by ethical considerations from both the producer's and the consumers' side, at the same time the appeal to purchase goods with an ethical dimension has as agents the consumers through their use of new global fora such as YouTube, Facebook, Twitter and various blogs. "156 Countries Sing Together for the Starbucks Love Project" is an elegant expression of a global story where the global and national are united.