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.
| Original language | English |
|---|---|
| Pages (from-to) | 127-147 |
| Number of pages | 21 |
| Journal | Journal of Business Ethics |
| Volume | 92 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 1 Feb 2010 |
Keywords
- business ethics
- cafédirect
- case study
- coffee
- fair trade
- marketing and marketing ethics
- networks
