Competitive strategy of fair trade organizations: safari strategy !

Hortenzia Flowers et Roses of Africa, stratégie en pays safari !

Ivan Dufeu (), Thierry Sauvin and Alain Leon
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Ivan Dufeu: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes, GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: Hortanzia Flowers, a Tanzanian farm that produces freshly cut roses and Roses of Africa, its French importer set up for that purpose, were the first to offer fair trade roses to the French market, in 2005. While successful at first, Hortanzia Flowers was unable to compete with multinationals in the freshly cut flowers industry.

Keywords: Fair trade; Business strategy; Partnership; supply chain; Differentiation; vertical integration; Différenciation; Filière; Commerce équitable; Stratégie concurrentielle; Partenariat (search for similar items in EconPapers)
Date: 2012
Note: View the original document on HAL open archive server: https://univ-angers.hal.science/hal-02814912
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Published in Recherche et Cas en Sciences de Gestion, 2012, 7, pp.25-38

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02814912

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