Fair trade managerial practices: Strategy, organisation and engagement

Valéry Bezençon, Sam Blili

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

39 Citas (Scopus)


The number of distributors selling Fair Trade products is constantly increasing. What are their motivations to distribute Fair Trade products? How do they organise 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 analysing 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. © Springer 2009.
Idioma originalEspañol
Páginas (desde-hasta)95-113
Número de páginas19
PublicaciónJournal of Business Ethics
EstadoPublicada - 12 feb. 2009
Publicado de forma externa

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