Perception is a process that all people take part in as we move through the course of events in our daily lives. When we meet people, make business
decisions, evaluate performances, or pass judgments, our perception surrounding such events help persuade our next course of direction (Goldstein,
2006). In a sense, perception, accurate or flawed, is our reality. Causes that shape or distort our perceptions have a tremendous effect on the impact
of an organization's behavior. Individuals, by nature, develop perceptive shortcuts when passing judgment and inflect both positive and negative
effects. Starbucks has realized this importance in the decision making process of its organization and has been successful in modeling guidelines to
direct employee behavior and shape corporate perception to aid in its success.
Because Starbucks understands that decisions can be based on perceptions of individuals, influenced by upbringing, beliefs, or current state of mind;
models are developed to guide individuals through the process. The creation of these models creates a standard that is followed to deliver a
satisfactory result. These models Identify a need, create a process to determine what qualifications will satisfy the need, Identify matches to the need,
then a decision is made on what match best suites the need. These models are not a perfect solution to the decision making process. Errors and bias
still creep in to this process through the use of intuition, gut feelings, experience, and impulse (Robbins, 2005).
In addition, these models try to shape moral and ethical decisions, these models of ethical and moral perceptions focus on rights of the individual
and social justice. Standing on the platform of transparency, Starbucks post these models of decision making behavior based on what they call the
"Ethical Decision Making Framework" on their website (Starbucks Corporation, 2008). Starbucks list 6...