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Table Of Contents

1 Introduction and Historical Development of Fair Trade
1.1 Historical Background of Fair Trade
1.2 Definition and Delimitation of Fair and Free Trade
1.2.1 Definition of Fair Trade
1.2.2 Definition of Free Trade
1.3 Fair Trade in Comparison with Other Ideologies
1.3.1 Fair Trade and Anti-globalization
1.3.2 Fair Trade and Ethical Sourcing
1.4 Developmental Paths of Fair Trade Marketing
Figure 1.1: Influences on the development of the UK Fair Trade market
1.5 Problems of Fair Trade Marketing
1.5.1 Organization-related Problems
1.5.2 Market-related Challenges (and Problems)
2 Fair Trade Organizations and Corporate Strategy
2.1 Fair Trade Organizations (FTOs)
Table 2.1: Major Fair Trade organizations (associations)
2.1.1 Fair Trade Labeling Organization (FLO)
Figure 2.1: FLO governance structure
2.1.2 International Fair Trade Association (IFAT)
2.1.3 European Fair Trade Association (EFTA)
2.1.4 Network of European World Shops and Fair Trade Federation
2.2 Fair Trade Standards
2.2.1 Certification and Labeling in Fair Trade
2.2.2 Fair Trade Monitoring System
2.3 Fair Trade and Corporate Social Responsibility (CSR)
3 Global Marketing Orientation of Fair Trade
Figure 3.1: Market intermediary model
3.1 Globalization and Imperfect Market
3.2 Fair Trade Marketing Orientation and Process
Table 3.1 Fair Trade marketing process
3.2.1 Conventional (Traditional) Marketing
3.2.2 Non-profit Organization Marketing
3.2.3 Fair Trade Marketing
3.3 Global Supply Chain and Network of Fair trade
3.3.1 Producers and Classical (Alternative) Traders
3.3.2 Producers and Conventional Outlets
4 Marketing of Fair Trade
4.1 Objective of Fair Trade Marketing Mix
4.2 Marketing Mix of Fair Trade
Table 4.1: The Fair Trade marketing mix
4.2.1 Product Design
4.2.2 Pricing Strategy
Figure 4.1: Conventional business price reduction
4.2.3 Distribution Strategy
Table 4.2: Length and Width of Fair Trade Product Mix
4.4 Developing Brands
Figure 4.5: Coffee branding process
5 Impact of Fair Trade Marketing
5.1 Introduction to Impact Evaluation
Figure 5.1: Classification of Fair Trade impacts
5.2 Overview of Selected Case Studies
Table 5.1 Overview of case studies
Table 5.2: Case Study organizations in Mexico and Central America
Table 5.3: CooCafé and Co-operatives in Costa Rica
5.3 Direct Impact of Fair Trade
5.3.1 Direct Impact on Producers Increment in Household Income
Table 5.4:Fairtrade Premium spent SPO: total - data 99% complete
Table 5.5: Fairtrade Premium spent HLO: total - data 100% complete Female Empowerment
Table 5.6:Number and percentage of male and female members and workers
Table 5.7: Number and percentage of male and female members and workers Improved Education Preserving indigenous cultures Financial and non-financial support for producer organization Financial and Non-financial support for co-operatives
5.4 Indirect Impact of Fair Trade
5.4.1 Indirect Impact on Producers
5.4.2 Indirect Impact on Producer Organizations
5.5 Impacts of Fair Trade on Non-Participants
5.6 Emerging Impact Analysis Methods
5.6.1 Qualitative Approaches Triple Bottom Line Social Accounting Balanced Scorecard
Figure 5.3: The Balanced Scorecard for Fair Trade
5.6.2 Quantitative Method: Social Return on Investment
Figure 5.4: Impact Value Chain
6 Conclusion
7 References
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Published by: Frankline Joseph Ogwangi on Mar 09, 2011
Copyright:Attribution Non-commercial


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