Psychopaths or Citizens? The battle for the soul of modern brands
Michael HinesOgilvy & Mather
At the end of 2012, Starbucks, Google and Amazon were called before the House of Commons to explain their tax contributions over years of trading in the UK. They left the hearing amidst a public media firestorm.
Starbucks had notched up UK sales of 400 million in the previous year, but had reported a taxable profit only once in the 15 years of operating in the UK1. They attempted to navigate around it by offering to pay £20million, a fraction of...