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Fair Trade Managerial Practices: Strategy, Organisation and Engagement

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Abstract

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.

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Abbreviations

ASRO:

French-speaking Switzerland World Shops Association

CSR:

Corporate social responsibility

MdM:

Magasin du Monde

NA:

Not applicable

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Authors and Affiliations

  1. CENTRUM Católica, Pontificia Universidad Católica del Perú, Lima, Peru

    Valéry Bezençon

  2. Institut de l’entreprise, Université de Neuchâtel, Neuchâtel, Switzerland

    Sam Blili

Authors
  1. Valéry Bezençon
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  2. Sam Blili
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Correspondence to Valéry Bezençon.

Additional information

Valéry Bezençon is professor at CENTRUM Católica, Pontificia Universidad Católica del Perú. His research interests include strategy and corporate social responsibility.

Sam Blili is professor and director of the Institut de l'entreprise, Université de Neuchâtel. He is a specialist in international business.

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Bezençon, V., Blili, S. Fair Trade Managerial Practices: Strategy, Organisation and Engagement. J Bus Ethics 90, 95–113 (2009). https://doi.org/10.1007/s10551-009-0029-9

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  • DOI: https://doi.org/10.1007/s10551-009-0029-9

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