haku: @author Doherty, B. / yhteensä: 2
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| Tekijä: | Doherty, B. |
| Otsikko: | A truly co-operative venture: The case study of co-operative food, a retailer response to fair trade |
| Lehti: | Journal of Strategic Marketing
2008 : JUL, VOL. 16:3, p. 205-221 |
| Asiasana: | relationship marketing food industry co-operation retailing fair trading case studies United Kingdom models |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to further develop the recent discourse on the mainstreaming of fair trade (FT) products, especially the strategic responses to fair trade by U.K. retailers (here as: ret./rets). Explored are characteristics of a values-driven (here as: v-d.) ret. through the exemplar of Co-operative Food (CF), a U.K. food ret. Included is a longitudinal case study of CF from 1999 to 2007, incl. findings from a series of in-depth semi-structured interviews with key informants. A set of FT characteristics for a v-d. business in the U.K. retail sector is developed. In addition, the importance of both social resources and ethical relationship marketing are also illustrated in ensuring the success of a FT retailing strategy. The values-driven business model shows the importance of intangibles, e.g. relationships and networks. |
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