A must-read analysis by Oxford Marketing Professor, Douglas B. Holt (Originally posted here with permission from the author on Nov 17, 2006) On this page, also read the following: Ethiopia presents an early test to Starbucks’ 2007 growth strategies Storm in a coffee cup: Starbucks defends itself over Oxfam campaign Feel Good: Only 94% of Our Coffee is Unfairly Traded The Unfortunate Trio Blend: Starbucks, Black Gold, Ethiopia Brand Hypocrisy at Starbucks by Douglas B. Holt Download this article here (PDF). Efforts by the Ethiopian coffee sector to trademark Ethiopia’s most valuable coffee brands have come to a screeching halt, courtesy of The Starbucks Corporation. The coffee sector is pursuing trademarks in all major international markets on Sidamo, Yirgecheffe, and Harrar so that they can then apply sound marketing techniques to increase the commercial value of these brands. The goal is to significantly raise the incomes of many of the 15 millio...