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

Iain A. Davies, Bob Doherty, Simon Knox

Research output: Contribution to journalArticle

35 Citations (Scopus)

Abstract

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.
LanguageEnglish
Pages127-147
Number of pages21
JournalJournal of Business Ethics
Volume92
Issue number1
DOIs
StatusPublished - Mar 2010

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marketing
communications
industry
Pioneers
Rise
Fair Trade
Fair trade
Coffee
Marketing
Positioning
Communication
Marketing Strategy
Industry
Players
Niche
Marketing strategy
Momentum
Communication channels

Keywords

  • Sustainability
  • fair trade
  • Cafédirect
  • coffee
  • case study
  • marketing and marketing ethics
  • networks
  • business ethics

Cite this

The rise and stall of a fair trade pioneer : the Cafédirect story. / Davies, Iain A.; Doherty, Bob; Knox, Simon.

In: Journal of Business Ethics, Vol. 92, No. 1, 03.2010, p. 127-147.

Research output: Contribution to journalArticle

Davies, Iain A. ; Doherty, Bob ; Knox, Simon. / The rise and stall of a fair trade pioneer : the Cafédirect story. In: Journal of Business Ethics. 2010 ; Vol. 92, No. 1. pp. 127-147.
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