Strategic options in fair trade retailing
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 January 2002
Abstract
Notes that there has been a significant increase in the market for fair trade products in the UK over the past five years. Provides a definition of fair trade and goes on to set a context for the expansion of this market by examining the key drivers behind it, particularly noting the growth of ethical consumerism as a contributory factor. Develops the ethical strategy matrix, outlining the strategic options open to retailers for addressing this increase in ethical consumerism. It is argued that addressing the fair trade market in the UK offers retailers not only the opportunity to develop their profile in terms of corporate social responsibility, but also a chance to develop a competitive advantage in a new niche market. Recasts Strong’s marketing analysis of the difficulties of translating fair trade principles into actual purchase behaviour into an operational context and proposes solutions to the issues raised.
Keywords
Citation
Nicholls, A.J. (2002), "Strategic options in fair trade retailing", International Journal of Retail & Distribution Management, Vol. 30 No. 1, pp. 6-17. https://doi.org/10.1108/09590550210415220
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited