The Rise and Stall of a Fair Trade Pioneer: The Cafédirect Story
This is a case study investigating the growth of fair trade pioneer, Cafédirect. We explore the growth of the company and develop strategic insights on how Cafédirect has attained its prominent position in the UK mainstream coffee industry based on its ethical positioning. We explore the marketing,...
| Authors: | ; ; |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Published: |
2010
|
| In: |
Journal of business ethics
Year: 2010, Volume: 92, Issue: 1, Pages: 127-147 |
| Further subjects: | B
Case study
B Networks B Business Ethics B Cafédirect B marketing and marketing ethics B Coffee B Fair Trade |
| Online Access: |
Presumably Free Access Volltext (JSTOR) Volltext (lizenzpflichtig) |
