The Rise and Stall of a Fair Trade Pioneer: The Caf,direct Story

被引：32
作者：
Davies, Iain A. [1 ]
Doherty, Bob [2 ]
Knox, Simon [1 ]
机构：
[1] Cranfield Sch Management, Cranfield, Beds, England
[2] Liverpool John Moores Univ, Liverpool L3 5UX, Merseyside, England
来源：
JOURNAL OF BUSINESS ETHICS | 2010年 / 92卷 / 01期
关键词：
fair trade; Cafedirect; coffee; case study; marketing and marketing ethics; networks; business ethics; DILEMMAS; FUTURE;
D O I：
10.1007/s10551-009-0145-6
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This is a case study investigating the growth of fair trade pioneer, Caf,direct. We explore the growth of the company and develop strategic insights on how Caf,direct has attained its prominent position in the UK mainstream coffee industry based on its ethical positioning. We explore the marketing, networks and communications channels of the brand which have led to rapid growth from niche player to a mainstream brand. However, the company is experiencing a slow down in its meteoric rise and we question whether it is possible for the company to regain its former momentum with its current marketing strategy.
引用
收藏
页码：127 / 147
页数：21
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