The Fair Trade Journey
 |
|
Описание:
Fair Trade has been developping from an alternative movement into a complex system dealing with a large variety of stakeholders such as transnational corporations, small-scale producers and activists. Within this context, the author first discusses a potential social rationality behind the behavior of economic agents. Why are Fair Trade and other social movements rising, whereas consumers and firms are usually considered as governed by rationality and profit maximisation? Then, the relations between the stakeholders of the Fair Trade system are presented and explained. From a managerial perspective, the author also analyses the strategies and interests of Fair Trade distributors in order to derive a typology. Finally, Fair Trade consumers are analysed in order to provide tools to improve segmentation and targetting, eventually increasing Fair Trade competitiveness over conventional products. Thus, this book builds on strategy, marketing and consumer theory to provide an integrated and...Похожие книги
 | Extending mechanics to minds: the mechanical foundations of psychology and economics Автор: Jon Doyle Год: 2006 |
 | Encyclopedia of Organic, Sustainable, and Local Food Автор: Leslie A. Duram Год: 2009 |
 | CARING FOR LYMPHEDEMA: A Community-based Rehabilitation Approach Автор: Omolola Adigun Год: 2010 |
 | First Language Acquisition Автор: Barbara Lust Год: 2003 |
 | Dyslexia and Vision Автор: Bruce Evans Год: 2001 |
