| Author: | Randall, D.C. |
| Title: | An exploration of opportunities for the growth of the fair trade market: three cases of craft organisations |
| Journal: | Journal of Business Ethics
2005 : JAN I, VOL. 56:1, p. 55-67 |
| Index terms: | competitive advantage distribution ethics fair trading strategy |
| Language: | eng |
| Abstract: | This paper discusses whether fair trade organizations are taking full advantage of emerging market opportunities for ethically traded products. Three fair trade organizations and their business strategies are assessed. It is shown that in order to remain in business, fair trade craft organizations have had to adopt better business practices in recent years, ameliorating quality, customer service and product offerings to customers. Nevertheless, growth seems to be limited, as distribution remains focused on small, niche market. Also the distribution strategies of two commodity organizations, that are successfully reaching a wider customer base, are discussed. |
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