According to Ben Packard, "One of the strengths of starbucks' "culture is treating the people and places where our products come from and are served in a better way. Not delivering on that vision and mission would be a problem in the culture of this company." Why is the management of its culture important to the success of the company's sustainability efforts? In what ways can starbucks work to ensure that the values reflected in its sustainability commitment are embraced by members of the ogranizations.