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Wal-Mart, the retailing giant, has always been the target of critics. The company has been criticised for its approach towards its employees, communities and the small retailers. It has been accused of paying low wages to its employees, discriminating against women employees by paying them less wages and denying them promotions, and also for forcing its employees to work overtime. To turn the image of the company around and to build a good corporate reputation, Wal-Mart started taking steps to build its reputation. On the other hand, Starbucks has from its very inception carefully built an image for itself as a company having a good reputation among its various stakeholders. However, the company also started facing increasing criticism because of its reluctance to allow its employees to form unions and for the company's alleged exploitation of coffee growers from developing countries. To counter these criticisms and to rebuild its good reputation the company has initiated several steps.