Breastfeeding Case

* People treat breastfeeding as a natural behavior. Breastfeeding mothers treat this behavior as the most important thing to their babies. The fact has shown this value is massed accepted by the public which we called as espoused value.

* This value is socially desirable, so a positive public image of the corporate can be created by claiming to believe in it even there are conflicts between stakeholders.

* The leader of the breastfeeding community named Lorig Charkoudian, she is one of the breastfeeding mothers. She has shown a deep influence on other mothers because of her expertise. She is a university professor and the founder of few communities. She has developed different programs for the public, gained lot of community awards and voted as one of "Maryland's Top 100 Women."

* Lorig is pursuing to allow breastfeeding in all Starbucks stores and also to awake the public acceptance of breastfeeding as she hopes to use Starbucks as a demonstration across US. She totally showed her contending style in this conflict issue as she did not show the concern about the people who might not be comfortable to see breastfeeding in public and she was forcing Starbucks to do so by giving pressure on nurse-in action, her social influence and the state law.

Suggestions:

* Starbucks should provide training on how to handle the concerns of those breastfeeding mothers. Guidelines have to be clear and in line with all retail stores in the United Stated. At least one female employee is hired in the stores for helping those breastfeeding mothers if they need.

* Educate the customers by printing out some catalogs or stands on the tables to talk about how babies will be benefited from breastfeeding and why this behavior is so meaningful to the mothers.

* As most Starbucks stores are in small size, each store can simply install a partition to form a cubical at a separate corner for the mothers who need to do breastfeeding when necessary. This area creates privacy for mothers and also