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| Author: | Davies, I.A. Ryals, L.J. |
| Title: | The role of social capital in the success of fair trade |
| Journal: | Journal of Business Ethics
2010 : OCT, VOL. 96:2, p. 317-338 |
| Index terms: | competition fair trading business ethics organizational culture market share data analysis case studies networks |
| Language: | eng |
| Abstract: | Fair Trade companies have succeeded to show an astonishing feat of strength. Regardless of the relatively small size and lack of resources, they have achieved considerable commercial success and, in so doing, have raised the fair trade issue firmly onto industry agendas. The critical role played by social capital in this success is analyzed and importance of values is demonstrated as an exploitable competitive asset. Our research creates some uncomfortable questions about whether fair trade has 'sold out' to the mainstream and whether these companies have any future of their own or whether their ultimate success results from the impact they have had on day-to-day trading behaviour |
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