Fairtrade UK in Retrospect: From the Niche Genesis to the Revelatory Mainstreaming Marketing Strategy Era (Late 1950s - Late 2000s)

Fred A. Yamoah
Additional contact information
Fred A. Yamoah: Department of Management, Birkbeck – University of London, Bloomsbury, London, UK

International Review of Management and Marketing, 2019, vol. 9, issue 4, 110-120

Abstract: This paper critically and systematically examines the discourse surrounding the history of fairtrade development, stakeholder involvement and the implications of mainstreaming marketing strategy on consumer engagement in the UK from the late 1950s to the early 2010s. It highlights the pioneering role of Oxfam and Traidcraft in the late 1950s; presents a novel structure of the fairtrade industry and highlights the UK fairtrade industry’s market leadership and the benefits of mainstreaming. It also espouses the implications of mainstreaming strategy on consumer engagement and the long-term marketing viability of the industry in the UK.

Keywords: Fairtrade UK industry; mainstreaming; consumer engagement (search for similar items in EconPapers)
JEL-codes: M30 M31 Q01 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.econjournals.com/index.php/irmm/article/download/8288/pdf (application/pdf)
https://www.econjournals.com/index.php/irmm/article/view/8288/pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2019-04-15

Ordering information: This journal article can be ordered from
https://econjournals.com/index.php/irmm

Access Statistics for this article

More articles in International Review of Management and Marketing from International Review of Management and Marketing
Bibliographic data for series maintained by Mishra Saad ().