Fair Trade: Market-Driven Ethical Consumption

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SAGE, Jun 7, 2005 - Business & Economics - 288 pages
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'Today, Fair Trade finds itself at a crucial point in its evolution from alternative trading mechanism to a mainstream economic model. As the only certifier in the largest Fair Trade market in the world, TransFair USA has observed the explosive growth in consumer awareness and business interest in Fair Trade certification. New research into the progress of Fair Trade to date and, crucially, its key future directions is urgently needed. Fair Trade is therefore a valuable and timely contribution.The range and depth of the book is considerable. It is international in outlook and engages with a broad spectrum of theory and thinking. Its style is approachable yet rigorous. I would strongly recommend it to industry, academics, students, policy-makers and the interested reader in general'

- Paul Rice, CEO, TransFair USA

'This work - a powerful study of the maelstrom of issues and cross currents in the Fair Trade and Development movements is long overdue. Through case studies, quantative analysis and reasoned arguement, this work makes its case with cogent force'

- Hamish Renton, Product Manager Food You Can Trust, Tesco

'With the fair trade sector growing rapidly, it is vital that the concept is understood properly and the future potential mapped out. Fair Trade provides a comprehensive guide to all aspects of fair trade which make it a "must read" for everyone from casual buyer right through to seasoned producer. Here's your chance to see how you can easily change the world for the better'

- Mel Young, editor-in-chief, New Consumer, Britain's only fair trade magazine, www.newconsumer.org.

Fair Trade is at a crucial moment in its evolution from alternative trading mechanism to mainstream economic model. This timely and thoughtful book looks at the strategic future for Fair Trade.

Each chapter spearheads a key area of Fair Trade thinking and theory and the political, legal and economic context of Fair Trade is given careful scrutiny. Difficult questions are tackled such as `What is the role and value of corporate social responsibility?' and `What is the brand meaning of Fair Trade?'

Throughout, readers are supported by:

- Revealing case studies and useful data analysis;

- Concise histories of different Fair Trade organisations;

- Chapter summaries and conclusions.

 

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Contents

Introduction
3
The Story So Far
16
2 The Economics of Fair Trade
32
3 Supply Chain Ethics
55
PART TWO Fair Trade Operations
77
4 Fair Trade Industry Structures and Business Strategies
79
5 Financing Fair Trade
105
6 Fair Trade Certification
127
PART THREE The Impact of Fair Trade
179
8 The Fair Trade Market
181
9 Measuring Impact
201
10 Fair Trade Futures
229
References
256
Some Useful Websites
270
Index
271
Copyright

7 The Marketing of Fair Trade
151

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About the author (2005)

Dr Alex Nicholls is University Lecturer in Social Entrepreneurship within the Skoll Centre for Social Entrepreneurship at the Saïd Business School, University of Oxford. His research interests range across several key areas within social entrepreneurship and social innovation, including: the nexus of relationships between accounting, accountability and governance; public and social policy contexts; impact investing; and Fair Trade.

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