Keywords
Citation
Bezencon, V. (2010), "Fair trade managerial practices: strategy, organisation and engagement", Strategic Direction, Vol. 26 No. 5. https://doi.org/10.1108/sd.2010.05626ead.010
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited
Fair trade managerial practices: strategy, organisation and engagement
Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 5
BezençonV. and , Blili S.Journal of Business Ethics (Netherlands), November (II) 2009, Vol. 90, No. 1, Start page: 95, No. of pages: 19
The number of distributors selling fair trade products is constantly increasing. What are their motivations to distribute fair trade products? How do they organize this distribution? Do they apply and communicate the fair trade values? This research, based on five case studies in Switzerland, aims at understanding and structuring the strategies and the managerial practices related to fair trade product distribution, as well as analyzing if they denote an engagement with fair trade principles. The results show a high heterogeneity of strategies and engagement. In general, strategies implemented by mainstream actors contribute to increase fair trade global sales but do not convey the transformative message of fair trade through their engagement. The latter is rather communicated through alternative channels. Problems and potential solutions to this issue are discussed.Article type: Case studyISSN: 0167-4544Reference: 39AC965
Keywords: Distribution, Engagement, Fair trade, Fair trade principles, Fair trade products, strategy