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| Author: | Davies, I.A. Doherty, B. Knox, S. |
| Title: | The rise and stall of a fair trade pioneer: the Cafédirect story |
| Journal: | Journal of Business Ethics
2010 : MAR I, VOL. 92:1, p. 127-147 |
| Index terms: | fair trading brands marketing ethics strategy business ethics networks case studies coffee industry United Kingdom |
| Language: | eng |
| Abstract: | This is a case study exploring the growth of a fair trade pioneer, Cafédirect. Herein, explored is the growth of the company, and strategic insights are developed on how Cafédirect has gained its prominent position in the U.K. mainstream coffee industry based on its ethical positioning. Examined are the marketing, networks and communications channels of the brand which have led to rapid growth from niche player to a mainstream brand. Yet, the company is experiencing a slowdown in its rapid rise. It is asked whether it is possible for the company to regain its former momentum by using its current marketing strategy. |
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