The rise and stall of a fair trade pioneer:the Cafédirect story


Davies, I. A., Doherty, B. and Knox, S., 2010. The rise and stall of a fair trade pioneer:the Cafédirect story. Journal of Business Ethics, 92 (1), pp. 127-147.

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This is a case study investigating the growth of fair trade pioneer, Cafédirect. We explore the growth of the company and develop strategic insights on how Cafédirect 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.


Item Type Articles
CreatorsDavies, I. A., Doherty, B. and Knox, S.
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Uncontrolled Keywordssustainability,fair trade,cafédirect,coffee,case study,marketing and marketing ethics ,networks,business ethics
DepartmentsSchool of Management
ID Code25754


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