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| Author: | Bezencon, V. Blili, S. |
| Title: | Fair trade managerial practices: strategy, organisation and engagement |
| Journal: | Journal of Business Ethics
2009 : NOV II, VOL. 90:1, p. 95-113 |
| Index terms: | fair trading management strategy products distribution corporate responsibility social responsibility case studies Switzerland |
| Freeterms: | CSR engagement |
| Language: | eng |
| Abstract: | The number of distributors selling Fair Trade (hereafter as: FT) products is continuously increasing. Based on five case studies in Switzerland, this study aims at understanding and structuring the strategies and the managerial practices related to FT product distribution, and also at analysing if they denote an engagement with FT principles. There is shown a high heterogeneity of strategies and engagement. In general, strategies implemented by mainstream actors contribute to increase FT global sales but do not relay the transformative message of FT through their engagement. The latter is rather communicated through alternative channels. |
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