Strategic Options for Fair Trade Retailing

Author: 
Alex Nicholls
Publication Date: 
2002
Summary: 
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.
Abstract: 
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.