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A Working Theory of Cross-National Conflict Shifting as an International Public Relations Dynamic
Unformatted Document Text:  Cross-National Conflict Shifting 13 plans on targeting over 100 universities through student activists to convince them to buy and sell Fair Trade Coffee (“What’s that,” 2002). It is possible that this will be done using the network of Global Exchange campus activists (“Campus and,” 2002). Global Exchange, in its own coffee campaign, has been directly targeting Procter and Gamble since at least September 29, 2001, when it petitioned Folgers to commit at least 5 percent of its annual purchasing to Fair Trade beans. "Folgers, one of Procter & Gamble's 'billion dollar brands,' has been a hugely profitable enterprise," says Deborah James (2001), Global Exchange's fair trade director. "Certainly the company can afford to pay farmers a living wage.” According to the Global Exchange website, “at the P&G shareholder meeting on October 9, 2001, Global Exchange called on Folgers “to immediately begin offering its consumers the choice to buy ‘Fair Trade certified’ coffee. Folgers said No!” (“Folgers Campaign,” 2002). As a result of grassroots pressure, Starbucks offers Fair Trade coffee at its entire U.S. stores and is now encouraging industry players to do the right thing (Guthrie, 2002). The grassroots pressure came from Global Exchange and Starbucks announced its agreement to sell fair trade coffee on 10 April 2000, “just before a ‘National Day of Action on Fair Trade,’ called by Global Exchange (“Starbucks agrees,” 2000). It is important to note that Oxfam and Green peace are well connected and that a triad of Oxfam, Greenpeace and Global Exchange have the proven power to both embarrass corporations and to mobilize concerned citizens. (“Farming solutions,” 2002). The six cases introduced here will be used to answer the following questions regarding the main components of the working theory “cross-national conflict shifting” in an international public relations context.

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
13
plans on targeting over 100 universities through student activists to convince them to buy and
sell Fair Trade Coffee (“What’s that,” 2002). It is possible that this will be done using the
network of Global Exchange campus activists (“Campus and,” 2002).
Global Exchange, in its own coffee campaign, has been directly targeting Procter and
Gamble since at least September 29, 2001, when it petitioned Folgers to commit at least 5
percent of its annual purchasing to Fair Trade beans. "Folgers, one of Procter & Gamble's 'billion
dollar brands,' has been a hugely profitable enterprise," says Deborah James (2001), Global
Exchange's fair trade director. "Certainly the company can afford to pay farmers a living wage.”
According to the Global Exchange website, “at the P&G shareholder meeting on October 9,
2001, Global Exchange called on Folgers “to immediately begin offering its consumers the
choice to buy ‘Fair Trade certified’ coffee. Folgers said No!” (“Folgers Campaign,” 2002).
As a result of grassroots pressure, Starbucks offers Fair Trade coffee at its entire U.S. stores and
is now encouraging industry players to do the right thing (Guthrie, 2002). The grassroots
pressure came from Global Exchange and Starbucks announced its agreement to sell fair trade
coffee on 10 April 2000, “just before a ‘National Day of Action on Fair Trade,’ called by Global
Exchange (“Starbucks agrees,” 2000). It is important to note that Oxfam and Green peace are
well connected and that a triad of Oxfam, Greenpeace and Global Exchange have the proven
power to both embarrass corporations and to mobilize concerned citizens. (“Farming solutions,”
2002).
The six cases introduced here will be used to answer the following questions regarding
the main components of the working theory “cross-national conflict shifting” in an international
public relations context.


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